Programmatic media buying and selling for the digital out of home marketplace has been going on for many years now, and grown a lot more sophisticated, and a lot more used.
Just as the digital OOH business has matured and expanded in the last few years, so have some of the key players – notably New York City-based Vistar Media, which has been at it now for eight years and is seeing crazy-good growth these days.
I spoke with co-founder Michael Provenzano about the online roots of his business, and how he took much of the same approach into a medium and supporting tech business that was, at the start, kind of all over the place.
We had a great chat talking about what Vistar does, why it built its own CMS, the role these days of data, and whether programmatic is the answer for media-based digital signage networks, or maybe just PART of the answer.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for more than 13 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia.