Location technology company Blis has announced that after working with Omnicom Media Group (Australia and New Zealand) for the last year, its proprietary, location-enabled self-serve demand-side platform (DSP) has been released industry-wide.

The platform, which was launched last year with selected clients, is powered by Blis’ proprietary location technology stack: SmartPin, SmartScale and its POI Database.

Clients can access the company’s real-time and historical location data targeting solutions, as well as its advanced reporting and analytics capabilities, including footfall and heat maps, in a single intuitive self-serve interface.

Blis Self-Serve has been designed to cater to all levels of client engagement and infrastructure, and follows deepening agency expertise towards the benefits of using location data for building high-value audience groups.

Omnicom has been able to provide 100 per cent transparency, accuracy and reach to its array of fortune 500 customers, including McDonald’s and P&G, over the course of the year, and has now formalised the partnership with Blis.

Peter Horgan, CEO of Omnicom for Australia and NZ, said direct access to the use of first-party location data has been a priority in the group’s ongoing strategy towards innovation and market-leading expertise.

“Location data now plays a key role in how the group builds its campaigns, and the opportunity to get onto a self-operated platform has helped us get to grips with the intricacies of the location marketing arena,” he said.

“OMG’s trading desk teams are getting ahead of the curve on location marketing now, and Blis should be credited for its platform’s advanced, market-defining features.” 

Nick Ballard (pictured above), managing director of Blis for Australia and NZ, said the platform’s testing in Australia foreshadows the growing prevalence of location data in media strategies across global markets.

“We’re diversifying how we bring Blis’ technology to all corners of the media market, and transparency is central to how we share our platform,” he said.

“Blis Self-Serve empowers agencies, brands and trading desks to independently get their hands on our award-winning location data technology, with full visibility over the rigorous verification and attribution standards we apply to our real-time and historical data.

“Australian clients are adventurous and results-driven, and our platform gives clients more opportunities to use location data how they want to. I think we’ll see this trend towards greater visibility and empowerment expanding globally from Australia.”