Yahoo and JCDecaux have expanded their digital out-of-home (DOOH) programmatic partnership with omnichannel integration that will allow marketers to plan, target, derive insights and measure campaigns across multiple channels.

The expanded partnership will allow brands and markers to re-engage consumers exposed to JCDecaux’s programmatic and direct DOOH advertising across multiple channels, including video, display, audio, native and mobile.

Andrew Gilbert, Head of Platform Strategy at Yahoo ANZ, said in the announcement, “This is a truly exciting collaboration where our two companies are pushing the boundaries of what’s possible in programmatic digital beyond This partnership with JCDecaux shows the next step in evolution, moving the channel from inventory, delivery and targeting to the ever-evolving realm of planning and information.

Yahoo DSP feeds audience analysis with JCDecaux audience data provided through Adobe’s Data Management Platform (DMP). It is profiled against Yahoo’s proprietary dataset which, in turn, enables a better understanding of JCDecaux’s audience and allows brands to activate this information nationwide.

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Yahoo’s recent data partnership with intelligence firm Near then allows DOOH advertisers to measure which consumers have been exposed and measure the impact on website engagement, in-store traffic and channel incrementality. media who conducted these two types of measure.

Brad Palmer, National Programmatic Director at JCDecaux adds: “This partnership is the first of its kind in the Australian market. We use our leading data management platform to lay the foundation for this new level of digital innovation. We help marketers grow and spread brand awareness and engagement from home screens to more personal and individualized engagement. »

“This is an exciting collaboration with Yahoo and we look forward to building on this momentum in 2022.”

Last month, Mumbrella’s Emma Shephard spoke with JCDecaux CCO Max Eburne about the recovery of OOH sectors from the losses of the COVID-19 pandemic and how the industry is “stronger than ever” going forward. approaching 2022