Adelphic this month announced the addition of digital out-of-home (DOOH) inventory from Rubicon Project’s private marketplace (PMP). Inventory includes digital billboards, roadside spectaculars, shopping malls, elevators, business lobbies and more.
Adelphic can also measure foot traffic attribution and the impact of DOOH on in-store visitation through partnerships with location and measurement partners.
Adelphic says advertisers can access DOOH inventory in multiple formats and locations from Broadsign, available alongside Clear Channel Outdoor, Captivate, and Zoom, all available through Rubicon Project’s PMP.
“With the addition of diverse DOOH inventory formats from Broadsign and foot traffic attribution insights, Adelphic’s self-service platform is leading the way in bringing cross-channel programmatic ad-buying capabilities to physical locations. DOOH foot traffic attribution provides insight into the effectiveness of DOOH media, truly tied to the customer journey. With insight on which ads resonate with consumers away from their homes and the ability to quickly communicate on their personal devices, marketers can find more creative ways to connect with their audiences.”Jon Schulz, CMO of Viant, Adelphic’s parent company
Adelphic is integrated with Rubicon Project Impression Multiplier, which converts digital impressions based on expected numbers of viewers.