Firefly, Next-Generation Mobility Advertising Solutions has announced a first-to-market advertising unit approach that is revolutionizing the way marketers plan and purchase media through real-time location data and inventory transparency. With this new ad unit, the availability of programmatic inventory based on location data is shown in real-time using a hexagonal hierarchical geospatial indexing system (H3).
“It’s a breakthrough for the industry. We are thrilled to be the first to have such an innovation in a competitive market, ”he said Count the ears, Firefly CEO. “This latest development will help us to more accurately portray Firefly’s full scale capabilities. At the same time, it will provide advertisers with important information about who their campaign is reaching, in which areas and the results of that effort. “
Firefly’s network, made up of a national fleet of taxis and rideshare vehicles, combined with its wide reach in the market, its ability to implement precise targeting via GPS tracking and location triggers, has made the platform the perfect way to plan campaigns for marketers. . However, unlike digital bulletins, street furniture, and other traditional, fixed DOOH formats, Firefly continues to thrive.
Programmatic platforms traditionally misrepresent ongoing media due to the use of more broad-based location data, focusing on core city centers rather than an entire geographical area. Finally, mobility platforms such as Firefly are blocked from being considered for broader campaigns and at the same time limiting potential partners that can help advertisers achieve their goals.
“With our company’s rapid growth and offers, it was important to implement a system that would present mobile transit data like us in the most accurate way, especially when we believe there is a fundamental difference between how mobile transit media should be presented. Media buyers, ”he said Roy Franco, SVP, Products at Firefly. “With the growth of the programmatic campaign plan, it’s a win-win for all parties involved.”
Now with GAU, Firefly can understand where each vehicle is at a given second and accurately report how many ads and impressions have been delivered in each 0.1-mile hexagon area. This gives programmatic buyers and planners complete visibility within their reach and delivers significant impressions in key areas such as Manhattan and the surrounding area that are often overlooked by marketing campaigns, resulting in higher visibility for clients.
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, empowering consumers to engage efficiently in major markets across the United States each month, providing over 1 billion impressions on the streets and vehicles of Firefly’s network in New York City, Los Angeles, Chicago. By San Francisco, Las Vegas, and Miami – many more cities and millions more consumers.
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