Firefly has introduced programmatic DOOH solutions for buyers
Firefly, a mobile digital out-of-home (DOOH) leader, has announced the launch of a new title-bidding solution for advertisers who want to increase the number of impressions for their campaigns and control the number of vendors. With Firefly’s mediation framework, DOOH advertisers will now have real-time visibility of Firefly’s availability of vehicle top and in-car networks at the city block level, so they can tailor their campaigns and bidding strategies accordingly.
Over the past year, publishers have followed a waterfall approach that prioritizes direct sales, then sending the remaining bid requests to supply-side platforms in a predetermined order, making it increasingly difficult for advertisers to plan campaigns with high impression goals. This process makes a difference between what supply-side platforms report as purchasing impressions and what publishers report as actual available programmatic inventory. It could also disqualify media owners who might otherwise be effective candidates for the plan.
Overall, this forces agencies to shift their strategy toward forward-thinking, programmatic approaches rather than traditional direct media purchases. Now there is a better way. To run this new programmatic flow for each ad game, Firefly Mediation Server sends bid requests to Vistar, Placeexchange, Hivestack, Adomni, and Magnite, sets up an auction with all received bids, and selects the winning bid as guaranteed status and bid price. , Without directly affecting the distribution of sales campaigns. This product increases bidable firefly inventory by a minimum of five times at the demand-side platform (DSP) level, giving campaign planners about 500 million impressions to plan their next campaign.
“Programmatic DOOH advertising costs are expected to reach $ 530 million by 2022. With Firefly Header-Bidding Solutions, our goal is to make every Firefly impression programmatically achievable on a demand-side platform,” he said. Roy Franco, Product SVP at Firefly. “This new capability reproduces how header bidding works on other digital platforms, helping to bridge the gap between DOOH and other digital channels, and helping all our programmatic partners create valuable campaigns with broad coverage.”
By providing significant amounts of DOOH impressions for programmatic buyers, Firefly helps advertisers run large branding campaigns with wide reach and frequency, reducing the number of publishers to a small, curated group, reducing management overhead.
If you are an advertiser, please contact your DSP to see how many impressions Firefly can make for you in your target market and use Firefly’s unparalleled reach, unparalleled hyper-local targeting and advanced measurement capabilities in your next programmatic Get started. Campaign
About Firefly
Firefly is a data-first mobile media network that provides the most relevant experience and content to the most relevant customers through car top and in-car display technology. Our smart screens provide dynamic, contextually conscious brand activations, enabling them to efficiently engage consumers in major markets across the United States each month, delivering over 1 billion impressions on Firefly’s network of streets and vehicles in New York City, Los Angeles, Chicago. . San Francisco, Las Vegas, and Miami – many more cities and millions more consumers.
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