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Programmatic Advertising Coming To A Mall Near You

Tim Maytom

programmatic in malls

UK outdoor advertising firm Clear Channel and agency MediaCom have joined forces to trial a new programmatic advertising platform for their Digital OOH (Out-of-home) campaigns.

The platform, called Vukunet, will be used within 40 Clear Channel shopping centres across the UK including Manchester's Trafford Centre and Meadowhall in Sheffield.

Using Vukunet, the companies hope to dynamically target shoppers while automating the buying, planning, delivery and optimisation of their campaigns through programmatic systems. The platform should allow advertisers to send content directly to digital screens across the country, allow clients to review and optimise their campaigns in real-time and eliminate a number of manual processes.

"We are  just at the start of a journey to discover the true potential of digital out-of-home and delighted to be at the forefront in using this new technology" said Gill Reid, board director at MediaCom. "We are very confident that this will benefit the delivery, and ultimately, the optimisation, of our digital campaigns."