ADCITY LANCE LA PREMIÈRE PLATEFORME TECHNOLOGIQUE GLOBALE DEDIÉE A LA COMMUNICATION OOH

  • Adcity, pure player OOH d’Havas Group, lance sa nouvelle technologie centrée sur la data, totalement dédiée à l’audience planning et au trading programmatique : Adcity Solution.
    Une première dans le secteur, cette plateforme automatisée propose aux clients d’Adcity une solution unique afin de mieux identifier les audiences cibles et les activer de manière optimale dans le cadre de la communication OOH.

    Adcity Solution propose désormais une suite intégrée composée de 3 piliers :

    Adcity Audience Planning représente une mutation totale du modèle traditionnel de media planning, en plaçant l’audience au cœur du planning OOH et non plus le media. Cela permet une nouvelle identification et une meilleure compréhension des audiences cibles grâce à l’intégration des données exclusives sur les territoires géographiques et les territoires de vente des clients, des données consommateurs sociodémographiques et comportementales, et des flux de mobilités.

    L’activation de ces audiences se fait désormais de manière totalement automatisée au sein d’Adcity Audience Trading. Cette solution programmatique est directement connectée aux plateformes de vente (SSP) des principaux acteurs media OOH et aux plateformes DSP digitales proposant de l’inventaire OOH.

    Enfin, Adcity Audience Measurement mesure l’efficacité des campagnes, à travers des dashboards dynamiques et cross-device, et confère une vision globale pour mieux contrôler et optimiser les audiences et les investissements de ses clients.

    Matthieu Habra, Global Head of Adcity, explique : « L’investissement d’Havas Group sur Adcity Solution – solution technologique propriétaire et exclusive sur le marché – permettra à Adcity de proposer à ses clients, non seulement une approche audience planning innovante, mais également une activation cross-device pour relier l’Out of Home et le média mobile, et assurer une efficacité de trading programmatique de haute qualité. »

    Le déploiement de cette technologie dans l’ensemble du réseau du pure player en Europe, aux Etats-Unis, en Amérique latine et en Asie-Pacifique fait d’Adcity un véritable moteur de la (r)évolution du marché OOH.

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