For those media owners who have great inventory and are ready to expose it to the greatest possible demand, the question does arise: Why not multiple exchanges? And how can they ensure that the best possible buyer, across all exchanges, wins any given bid? Is waterfalling ready for prime time in DOOH? A part of our 2020 Global OOH Insights panel.
About the video: “Waterfalling,” or automating the bidding of campaigns across multiple exchanges simultaneously, can be a valuable asset - in theory. But it’s well worth watching this clip to see Adam Green (SVP and GM of Programmatic Platforms, Broadsign) explain why it may not be necessary right now, and discussing with Tim Harvey (Founder, Knitting Media) some of the challenges currently present in waterfalling for programmatic DOOH.
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