Vistar Media Nabs The Trade Desk’s Support for Audio OOH

Jacqueline Barba
Digital Editor
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As audio out-of-home advertising emerges in the OOH media landscape, Vistar Media, a software provider for digital-out-of-home (DOOH), has extended its OpenRTB integrations to include audio-only OOH. OpenRTB is the bidding protocol that allows third parties to bid on OOH inventory in real time.

The Trade Desk is the first omnichannel demand-side platform (DSP) to support this extension, enabling the software company to programmatically purchase audio inventory from networks such as Vibenomics. Audio OOH offers brands a way to influence consumers with engaging messaging blended into a retail environment.  

“With the growth we’ve seen from both DOOH and audio as separate emerging channels, it was the logical next step to expand our omnichannel offering into audio OOH,” said Maggie Mattingley, senior manager of inventory partnerships at The Trade Desk, in a recent media release.

Paul Brenner, chief strategy officer and president of AOOH, Vibenomics, said in the release that the exposure the company and its audio inventory can gain from omnichannel DSPs like The Trade Desk is a solid step towards growth of its network and the industry in general. “The reach of our audio network combined with Vistar’s market-leading SSP capabilities helps the buy-side flex their programmatic spending, target specific market areas, provide brand support and measurement such as incremental lift and return on ad spend.” 

Vibenomics expanded programmatic offerings with the launch of Open Exchange and Private Marketplace deals via Vistar Media in September 2020, just a few months after entering a multi-year partnership with Kroger to improve the customer buying experience in more than 2,300 of the grocer’s stores through its audio OOH advertising marketplace.

By combining licensed, background-music playlists and commercial spots paid for by brand advertisers, Vibenomics helps businesses with physical locations enhance store sales, enrich the customer experience and receive a share of ad revenue. The company enables brands to talk to shoppers directly at the POS inside thousands of retail locations through audio OOH advertising, with the potential to impact immediate purchase decisions.