Wade Rifkin of CCOA on Developing Programmatic for Out of Home

EB Moss How do you define quotprogrammaticquotWade Rifkin It definitely differs depending on who you ask but we look at it as the automation and optimization of the media buying process using data and technology to achieve that just a more sophisticated way to do a lot of the same things we39ve been doing in the media buying and planning worldEBamp160So it39s not a scary quottake away our jobsquot thingWade Quite the opposite The programmatic industry has created a lot of jobs Much like any new tech offshoot there are a lot of people needed to work either behind the scenes or at the forefront to bring it to life to create partnerships around it It39s been a huge area of growth for advertising overallEB amp160DSP SSP PMPWadeamp160We haven39t made it easy with all those acronyms But to encapsulate the termsamp160DSP is the buyer39s technology they use to optimize to conversions clicks engagements andamp160SSP is the seller39samp160or media owner39s technology to help provide inventory at scale to the breadth of buyers and their DSPsamp160The PMP amp160the private marketplace amp160kind of sits in the middle and is the type of deal that the buyers with their DSP and sellers with their SSPamp160are transacting It sits at a little bit of a higher priority level than the broader open exchange buying We look at the PMP as the bestofallworlds type of solution it starts with the relationship then a strategic proposal of inventory Then after that the technology comes in to activate what it does so well amp160the precise and targeted way to bring that package to lifeEB amp160You came from the digital side to move traditional media forwardWade amp160Well at least to move Clear Channel Outdoor forward and hopefully the industry with it amp160It39s no small feat but it39s an exciting charge to help bring two worlds together that are not necessarily incongruent but were still a ways apartEB amp160Tell us exactly what39s about to take placeWade amp160We struck a partnership with Rubicon Project to deploy the first programmatic private marketplace opportunity here in the US for 85 of our digital outofhome inventoryamp160across 25 of the DMAs we representEB amp160Does that include airports or just roadside boardsWade amp160930 are just roadside They represent a footprint of our largest standardized digital format with high impact ads that can be activated using one singular static digital creative asset That makes it a lot easier to run on a digital scheduleamp160 In addition we39re programmatically enabling some of our digital screens across 12 different regional and international airportsEB amp160So you used third party mobile data from CCO RADAR to aggregate consumer traffic and apply it to where the consumer is going or has beenWade amp160Yesamp160We39re using data in aggregate and anonymously that we source from one of our partners to understand the patterns of behavior of different groups of people as they move across major roadways and airports and places that those individuals have previously visited We take that as patterns and signals and attribute them in the form of scores to our roadside and airport inventoryEB amp160So is that what will inform a lot of the programmatic decisionsWade amp160We39re passing some data about our inventory to the buyers so they can figure out where that board is down to a very granular level and determine if that matches up to their audience definition and make a buy or no buy decision from there They39ll also be able to leverage the GeoPath Traffic Audit Bureau geographic and household income signals in order to target the buys that they39re doing and bring their own data to the tableamp160EB amp160What does Rubicon bring to the table and how do you complement each otherWade amp160When we set out to build a programmatic offering we sat down with our partners and agencies to really understand what we should build what inventory we should make available programmaticallyamp160and which technology partners we should make it available through That not only led us to the private marketplace solution but also to Rubicon Project as the partner Rubicon popped to the top as one of the leading technology solutions out there Their interest in expanding into new markets like OOHamp160and just the overall sophistication of their platform made it a pretty easy decision to work with themEB amp160What can a traditional media buyer do differently now with programmatic outdoorWade amp160The most glaring thing is that you39ve never been able to buy digital OOH through the same singular private marketplace platform that you buy desktop and mobile display video native etc All these other great assets that have been transacted at scale for years can now be bought programmatically hand in hand with digital OOH That integration with other channels is the first and most important aspectClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Wade Rifkin of CCOA on Developing Programmatic for Out of Home

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