Cabtivo™, a pioneering DOOH company for distributing digital content and in-car advertising in Greece, has now partnered with the American Vistar Media to bring a revolutionary innovation to the Greek advertising market. Vistar Media leads OOH advertising with the largest OOH inventory in the world. Its platform supports the buying and selling of OOH advertisements, offering scale, data, and expertise. Vistar’s tools include DSP, SSP, ad server, and CMS. Based in New York and active in over 20 countries, Vistar collaborates with brands and media networks, such as Cabtivo, to provide effective OOH solutions. Already, from the middle of the first quarter of 2024, Cabtivo screens in taxis partnering with Uber’s platform in Greece are activated for dynamic programmatic buying, marking a first for companies in Greece and Europe.
Programmatic buying allows companies and advertising professionals to execute automated campaigns through platforms they use, such as DV360, TheTradeDesk, and others. This collaboration marks a significant step in the evolution of DOOH advertising in general, offering brands and advertising professionals new tools for precise and effective communication with their audience.
“With the integration of Vistar’s technology into Cabtivo’s proprietary software, new opportunities open up for reaching this dynamic audience in the mobility sector,” said Sol Saltiel, co-founder of Cabtivo. “This collaboration with Vistar Media represents our commitment to innovation and providing advertisers with the most effective tools to communicate with their audience.”
The first campaigns using the programmatic buying method on Cabtivo’s screens are already live, marking a new chapter in the Greek advertising landscape. Specifically, in May, Starcom – Publicis Groupe ran campaigns for its major brands on Cabtivo’s network through TheTradeDesk, a media first for the European market. This development underscores the commitment of Cabtivo and Vistar Media to the digital transformation of Out Of Home advertising.
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Sol Saltiel
