Digital out-of-home company VMO has implemented a yield management framework within its programmatic ad buying offering following an integration with Hivestack header bidder (lead image: Sabarish Chirakkal, director of programmatic, VMO).
Header bidding is a programmatic tech allows that will let VMO offer its inventory to multiple demand partners at the same time. As a result, advertisers will get a “fair and equal” chance to access inventory across all advertising spots. Hivestack was the first to launch header bidding for out-of-home in October last year.
Header bidding also helps advertisers optimise bid prices based on DSP recommended bid price to get programmatic impressions at market value.
The process is a rival to the waterfall process which VMO says has “several limitations” for advertisers.
“VMO is leading the programmatic adoption across Australia and this technical advancement to our programmatic offering puts us in a great position to bring unparalleled and immediate benefits to our partners,” said Chirakkal.
Mike Neel, director, publisher solutions, header bidding at Hivestack, added: “We are delighted to announce our Header Bidder partnership with VMO, a leading media owner in the ANZ market. The Hivestack Header Bidder delivers a solution that saves publishers time by providing a holistic solution for SSP management as well as ensuring that programmatic revenue potential is optimised at all times. We look forward to bringing this value to VMO and their customers.”
Paul Butler, managing director of VMO commented: “VMO has always driven innovation utilising the latest technology in the outdoor space, and the introduction of Header Bidding is another evolution. We’re dedicated to building the outdoor network of the future and providing innovative solutions for our partners.”
