Adshel Enters Exclusive DMP Partnership With Ad Tech Giant Lotame

Adshel Enters Exclusive DMP Partnership With Ad Tech Giant Lotame
SHARE
THIS



Adshel has announced it has entered an exclusive, long-term partnership with Lotame, becoming the first out-of-home (OOH) media company worldwide to work with the US-based global ad tech giant on an exclusive basis.

Under the partnership, Adshel’s mobile location data will be enriched by Lotame’s data management platform (DMP) and Lotame Data Exchange, providing every Adshel location with audience insights comprised of the identified audiences online and mobile demographics, and behavioural and purchase intent profiles at an aggregated, privacy-compliant level.

Through this partnership with Lotame, Adshel will now be able to offer digital audience insights to the OOH market, enabling advertisers to target pre-defined Lotame audience profiles across Adshel’s entire network of over 23,000 locations reaching 92 per cent of Australians 68 times a fortnight.

David Roddick, sales and marketing director at Adshel, said: “Allowing media buyers and trading desks to select Adshel inventory against one or more Lotame audience profiles is a game-changer for the out-of-home industry locally and internationally, and another example of Adshel leading the industry innovation agenda.

“Conversations with agency trading desks and media buyers have been extremely positive. Leveraging Lotame’s established data currency and trusted audience profiles across Adshel’s entire media estate will simplify media buyers’ out-of-home audience targeting, something the team at Adshel has a relentless focus on as the business continues to strive towards personalisation at scale via automated technologies.”

Using mobile location data from consenting consumers, including mobile assets within the HT&E group and external partners, Adshel is able to identify audience movements across every one of its locations by time-of-day and day-of-week, and provide these location data sets to Lotame for audience enrichment.

Adshel location audience profiles will be continuously refined via Lotame’s ongoing audience optimisation and updates. As customer behaviours and purchase intentions change, these are reflected in Lotame’s DMP environment and will be subsequently enriched across Adshel’s OOH network.

Lontame CEO Andy Monfried said the company was thrilled to partner with Adshel for many reasons.

“Adshel is a cutting-edge company who clearly differentiates themselves in Australia, and they are the leaders in out-of-home media,” he said.

“Adshel’s unique understanding and strategy for how to best communicate with consumers in a way to drive real tangible results is a game-changer, and makes them a pioneer and a strong partner of ours.”

Adshel’s exclusive partnership with Lotame follows the business’ recently announced partnership with Rubicon Project.

Adshel will extend its exclusive partnership with Lotame by incorporating Lotame’s audience profiles in the Rubicon Project Guaranteed Orders platform offering.

Media buyers using Adshel’s Guaranteed Orders platform will be able to extend their audience-targeted campaigns with the same automation efficiencies they experience in the digital world, but with the access to a common audience profile across both Adshel’s digital and outdoor media channels.

Adshel’s exclusive partnership with Lotame will provide not only Adshel, but the entire HT&E portfolio of companies a common ad tech platform across the group to further build product offerings targeted towards one or more Lotame audience profiles.

Please login with linkedin to comment

Latest News

Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent
  • Marketing
  • Media

Toyota Partners With Women’s Health To Support Next Generation Of Female Sporting Talent

Women’s Health has unveiled its latest Women in Sport (WinS) mentoring initiative, ‘Life After Sport’, together with principal partner Toyota. The initiative saw high-profile sporting identities and industry leaders, from business to media, share career wisdom and experiences with some of Australia’s elite female athletes, imparting advice on how to maximise their potential and set […]

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle
  • Campaigns
  • Marketing
  • Technology

Heineken Creates Facebook Chatbot To Show Off The Formula 1 Lifestyle

Beer brand Heineken has launched its very own chatbot on Facebook Messenger that invites consumers into the world of Formula 1. The chatbot provides quick-witted consumers with the chance to prove their chat is worthy of winning a VIP Heineken Saturday experience at the Formula 1 2018 Rolex Australian Grand Prix. Running across three stages, […]

New Online Directory To Help Companies Mitigate Data Breaches
  • Advertising
  • Marketing
  • Media

New Online Directory To Help Companies Mitigate Data Breaches

The Association of Market and Social Research Organisations (AMSRO) has launched an online directory for its Trust Mark in the wake of a significant amendment to the Privacy Act regarding data breaches. The directory helps to guide companies seeking market and social research to choose a research company that protects its reputation and minimises risk, and only […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.