DISPLAYCE, the leading DSP (Demand Side Platform) dedicated to DOOH digital display, has incorporated in its platform IMP MULTIPLY, a standard developed by DPAA, the leading global organization for everything digital out of home. The platform will make it easier to calculate the audience reached by a campaign appearing on digital screens. This standard allows the automated purchasing protocols developed for the Web to be adapted to one of the major features of DOOH. A key development in the worldwide DOOH market!
Standards to support the growth of DOOH
Last April, thanks to dynamic exchanges within its ecosystem and meaningful collaboration with Prohaska Consulting, DPAA made available to the players of the DOOH sector the first set of standards for the standardization of the use of programmatics in DOOH. Modelled on the IAB Standard, the purpose of these standards is to facilitate purchasing of this medium, whose effectiveness has been undeniably demonstrated.
DISPLAYCE, a pioneer in integrating the standards
DOOH advertising (PLAY) is unique in offering “one-to-many” delivery (one broadcast = multiple opportunities to see the advertisement), as opposed to the “one-to-one” delivery (one broadcast = one opportunity) of the traditional programmatics industry. IMP MULTIPLY is a coefficient that allows this feature to be taken into account. Using this new standard, publishers can now indicate, for each screen, the number of people likely to see each advertisement broadcast.
An acceleration in the adoption of programmatic
DPAA and Prohaska Consulting have done remarkable work that has accelerated the adoption of programmatic by all of those involved in DOOH. These standards, particularly IMP MULTIPLY, which Displayce immediately incorporated into its platform, represent significant progress for the DOOH market. These standards will help Displayce work closely with publishers to measure each screen’s audience as accurately as possible. But also to lend credibility to this new medium’s advantage by offering increasingly more reliable targeting data and automated reports to trading desks.
A player in the DOOH market, DISPLAYCE will take part in the upcoming New York Digital Signage Week, from October 30th to November 3rd. This presents an opportunity for the DSP to discuss and exchange with its American and European equivalents concerning these new standards and identify new opportunities for growth.