In a New Zealand first for large format roadside digital, QMS Media is launching a digital transaction platform in conjunction with Rubicon Project and Digital Commons, who will represent the product in the market.

Operating on a ‘guaranteed orders’ principle, advertisers will have the opportunity to buy QMS premium digital inventory nationwide via the Rubicon platform on an audience impression basis and with complete assurance of brand safety.

The platform is powered by the Datalab, QMS’ pioneering suite of audience measurement and insight tools.

QMS’ digital transaction platform has been developed with input from a wide range of stakeholders, and in the latter stages particularly supported by Dentsu Aegis Network, which will be the inaugural agency group to transact on the platform.

Wayne Chapman, chief executive of QMS in New Zealand, said: “This is a logical step for us, and represents an additional distribution channel to ensure our digital media portfolio is accessible and represented to the widest customer base.

“OOH audiences are connected audiences, and it is this natural and growing progression that we believe creates an enormous opportunity for digital OOH to be considered with, and compete for, online investment.”

Richard Pook, head of Amplifi at Dentsu Aegis Network, said: “This is an exciting development on the path to fully automated and real-time trading of digital OOH inventory.

“Transacting via a supply-side platform offers increased buying flexibility and efficiency for our clients, and an effective way to extend digital audience buying into another media.”