OOH Sellers Benefit From Longer Commutes; Match Rates Skyrocket After Index Integrates The Trade Desk’s ID

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

The Good Side Of Gridlock

Google and Amazon are enjoying tailwinds as advertising becomes more data-driven and online shopping increases. But they’re not the only companies that can harness social change. Out-of-home media companies have seized on longer average commuter times and the ability to pick up nearby mobile devices to increase the value of a billboard. “Now we’re starting to understand what mobile devices we saw exposed to our billboards, and we look back in time and say, ‘Where else have we seen those devices?’” Clear Channel Outdoor’s CMO, Dan Levi, told The New York Times. Lamar, another OOH media company, uses mobile device data to report on “dwell time,” how long potential viewers were exposed to ads, and audience demographics. “We love a good traffic jam,” said John Miller, Lamar’s VP of sales and operations. More.

Matchmakers

The Trade Desk and Index Exchange are touting match rates above 90% when the SSP integrates The Trade Desk’s cookie footprint into its wrapper instead of matching pixels. The Trade Desk’s CEO, Jeff Green, wants other DSPs to adopt its ID to improve overall independent ad tech match rates. “This is not an attempt for us to rule the internet,” Green told Adweek. “The fact that we’ve given this away for free is only possible because we are making money – because it does cost serious money to operate – and it is the reason why we think it’s likely the best chance to consolidate.” More. Ventures like the Advertising ID Consortium or the IAB Tech Lab’s Digitrust ID have struggled to unite fiercely competitive DSPs on a shared cookie ID. MediaMath has its own ID-targeting solution. And in a similar ID-synching deal, dataxu and Index Exchange recently became the first to natively integrate LiveRamp’s IdentityLink solution.