Clear Channel Outdoor Americas (NYSE:CCO) today launched the first programmatic ad-buying solution for out-of-home advertising, bringing automated purchasing to its digital billboards.
The company is using Rubicon Project's (NYSE:RUBI) Private Marketplace in the effort.
The exchange will allow brands and advertisers to buy at scale from an inventory of 1,000 digital billboards across 25 of Clear Channel's 29 digital markets in the U.S.
Clear Channel Outdoor (a subsidiary of iHeartMedia (OTCPK:IHRT +3.9%)) reported early success in near-real-time pilot campaigns with its clients. Clear Channel International is also developing a programmatic solution for the European market with an announcement of plans set for January.
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