Hivestack launches header bidding for DOOH
Hivestack, the out-of-home ad tech company, will begin allowing publishers to open up their inventory programmatically into multiple supply-side platforms.
It has launched a header bidder for digital outdoor publishers and Hivestack's ad server will work with multiple SSPs and ad exchanges in a unified auction framework.
The ad server now has the ability to make ad requests to multiple SSPs/Exchanges, mimicking how header bidding works in online ad tech.
DOOH publishers will still need individual agreements with each SSP, and the Hivestack said its ad server is "not in the money flow" between publishers and their SSP partners.
Proud to announce the industry’s first #programmaticDOOH header bidder. DOOH publishers can use the Hivestack Ad Server to maximize yield across multiple SSPs / Exchanges via our unified auction framework.
— Hivestack (@Hivestack) October 7, 2021
It has introduced a unified auction framework into the Hivestack Ad Server, which should enable publishers to benefit from a first-price auction. The company said this would maximise revenue for DOOH publishers without having to hire a team of developers.
Andreas Soupliotis, founder and CEO of Hivestack, said: “What happened to display, mobile and video is now happening in our space. DOOH publishers are using several DOOH-specific SSP/Exchanges for programmatic monetisation.
"Incorporating multiple SSPs creates inventory optimisation complexity that has to be balanced with the direct sales channel.”
However, to promote fairness, the Hivestack SSP will "participate equally" in the unified auction framework when bids for ads are made, Soupliotis added.
The new version of the Hivestack Ad Server is currently in a private beta with Canadian DOOH publishers and will become widely available next month in the UK, US, China, Japan, Singapore, the UK, Germany, France, Australia and Mexico.
Hivestack launched in the UK last year and is headquartered in Montreal.
Mediatel operate two essential services for the OOH industry. SPACE is a collaboration between IPAO and Outsmart and is the most comprehensive and up-to-date list of inventory in the UK. The RouteAPI is a SaaS solution that enables easy integration of Route audience data into client's systems. See mediatel.co.uk for more information.