LUMO Digital Outdoor has announced it is integrating with Hivestack’s first-to-market DOOH (Digital Out of Home) yield management solution, offering a glimpse of the next era of growth for Digital Out of Home.
Hivestack, the world’s leading independent programmatic DOOH ad tech company, launched its Yield Manager for DOOH in October 2021.
As programmatic adoption grows, the New Zealand-based digital billboard network has made a considerable stride in future proofing its network – onboarding Hivestack’s Yield Manager to mediate the auction between its supply side platform (SSP) platforms (Hivestack & Vistar) as well as its ad server (Hivestack), mimicking how header bidding works in online ad tech.
This new offering allows LUMO to offer its inventory to multiple SSPs at the same time – rather than previously alternating offers, which effectively halved the inventory some buyers can ‘bid on’, and reduces the competition for the inventory within the marketplace.
Under the new Yield Manager integration, once both SSPs have been offered the ad opportunity, the Hivestack’s manager conducts a unified auction, where bid responses received by each SSP compete simultaneously on price.
As Mike Neel, Director of Publisher Solutions for Hivestack, explains: “The Hivestack Yield Manager enables header bidding in DOOH and is based on a unified auction designed to surface the most optimal bid for every ad request across multiple SSPs. Lumo have onboarded and started using this tool to effectively maximize their programmatic revenue potential within their premium network by holding an auction that finds the highest CPM bid available at any point in time.”
Buyers benefit from this mediation process by having fairer access to quality inventory, seeing all ad opportunities equally, and having the best chance reach the audiences they want, on the inventory they want.
LUMO’s GM of Programmatic, Jack Plowright says, the market is currently oversupplying demand which means there is no real competition yet.
“This move will see immediate benefits for buyers by opening up our inventory completely and the move towards a more open, dynamic marketplace. Buyers will see every ad request on our network, and have a fair shot at it, regardless of the DSP they use.”
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