Outfront Media signs programmatic deal with Vistar Media
Out-of-home media company Outfront Media has signed an agreement with Vistar Media to provide programmatic media buying transactions in Canada. Outfront Canada will make use of the the Vistar system to allow buyers to purchase digital advertising inventory programmatically, via an open exchange or a private marketplace. Approximately 300 Canadian billboards are currently available through the system, with further expansion planned for later in the year. Vistar has a similar agreement with Outfront in the US.
“With programmatic technology, buyers can reach their target audiences across the entire digital out-of-home landscape, now including Outfront Media’s Canadian digital inventory, which provides coverage of all major markets in Canada,” said Scott Mitchell, managing director for Canada at Vistar Media. “We've reached a tipping point in the industry with all major players adopting programmatic, providing buyers a unique opportunity to scale their investment in digital out-of-home as part of a data-driven, omni-channel strategy.”