LIVE BOARD Partners With Hivestack To Power Programmatic OOH Marketplace

People crossing the crowded famous Shibuya Crossing in Downtown Tokyo, illuminated Shibuya Buildings with billboards in the background. Twilight light, close to sunset. Shibuya Crossing, Shibuya Ward, Tokyo, Japan, Asia.
SHARE
THIS



Dentsu-owned Live Board has announced a partnership with technology platform Hivestack to power a programmatic out-of-home marketplace.

Launching first in Japan, LIVE BOARD launches a full-stack, “LIVE BOARD MARKETPLACE” that enables brands and agency to activate OOH media against audiences in motion, trade inventories programmatically and deliver OOH advertisements on an impression basis.

LIVE BOARD CEO and president Ichiro Jinnai said: “After a demanding evaluation of multiple ad tech platforms, we have decided that Hivestack was the ideal technology partner that enables our ambitions for programmatic OOH. Hivestack has essentially created a Japanese-tailored version of its entire platform enabling the LIVE BOARD MARKETPLACE for DOOH buyers and sellers.

“While we will use the Hivestack platform for our owned LIVE BOARD inventory, the plan is to also roll up the extremely fragmented publisher side of Japanese DOOH into one consolidated ad exchange, thus making DOOH easier to buy at scale.”

Components of the Sell-Side from the LIVE BOARD MARKETPLACE include:

  1. The LIVE BOARD Supply-Side Platform (SSP) which allows Japanese DOOH media owners to sell negotiated packages of inventory via private MARKETPLACE deals
  2. The LIVE BOARD Ad Exchange which allows Japanese DOOH media owners to monetize unsold ad spots in a loop via documented LIVE BOARD APIs. Software engineering is required from the media owner to integrate their bespoke content management system (CMS) to the LIVE BOARD Exchange via the LIVE BOARD APIs.
  3. The LIVE BOARD HTML Container which is an alternative method for media owners to connect to the LIVE BOARD Exchange instead of passing through the LIVE BOARD APIs. The LIVE BOARD HTML Container is designed for small media owners who might not have the software engineering resources to develop an API integration with to the LIVE BOARD Exchange. With this approach, media owners simply use their HTML-capable CMS/Player system to schedule the LIVE BOARD HTML Container as a spot in the loop of a DOOH screen. When played, the HTML Container has baked in JavaScript that makes ad requests over the Web to the LIVE BOARD SSP, which then replies with media owner pre-approved creative. This approach does not require any software development from the media owner.
  4. The LIVE BOARD Ad Server which allows Japanese DOOH media owners to programmatically deliver impressions on their screens based on audience pacing, geographical skewing and frequency capping algorithms. The LIVE BOARD Ad Server geo-temporally optimizes ad delivery by targeting audiences that are ingested from NTT DOCOMO’s mobile geospatial platform Mobairu Kukan Tokei™ (Mobile Space Statistics)(*1). Mobairu Kukan Tokei data is derived by anonymized signals from NTT DOCOMO, and aggregates audience movement patterns using privacy compliant methodologies.
  5. An optional, licence-free the LIVE BOARD Player that is driven by completely by the impression-based LIVE BOARD Ad Server. The LIVE BOARD Player was independently developed and owned by LIVE BOARD.

*1 “Mobairu Kukan Tokei” is a trademark of NTT DOCOMO, INC.
* The LIVE BOARD SSP / Exchange are based on openRTB standards which pave the foundation to receive buys from omni-channel demand side platforms (DSPs) in the very near future.

Components of the Buy-Side from the LIVE BOARD MARKETPLACE:

  • The buy-side of the LIVE BOARD MARKETPLACE offers a DOOH-channel DSP called the LIVE BOARD DSP. This self-serve DSP can be used by Japanese OOH agencies and trading desks to programmatically bid on impressions on the LIVE BOARD Ad Exchange. The LIVE BOARD DSP uses bidding technology that bids on high-value audience impressions as perceived by Mobile Kuukan Toukei™ geospatial technology.

Hivestack Inc CEO Andreas Soupliotis commented: “In order to guarantee a high level of service to LIVE BOARD, Hivestack has formally launched Hivestack Japan based in Tokyo. We are thrilled to be expanding into Japan, which is the third largest OOH market in the world. Our partnership with LIVE BOARD will usher a new era of programmatic OOH buying in Japan. While the Hivestack Platform will serve as the tech back-bone of the LIVE BOARD MARKETPLACE, LIVE BOARD will be developing buyer relationships with trading desks, as well as seller relationships with Japanese media owners. It’s a perfect partnership and I am excited to see LIVE BOARD’s incredible story unfold in the next years.”

 

Please login with linkedin to comment

hivestack live board

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]