OOH media owners are wasting potentially billions of dollars developing and maintaining their own tech stacks, believing they’ll gain a competitive advantage over their neighbours instead of using perfectly adequate platforms available from third party suppliers, World Out of Home Organization President told an audience in Barcelona this week.
"Such media owners convince themselves that they can do it better and more cost effectively by funding their own in-house Tech Crew. This can be an illusion and at worst serves only to sustain a more fragmented media channel, with too few common standards, that the buy-side finds complex and frustrating.
"We need to further consolidate into larger shared SSP platforms, that allow DSP’s to confidently buy aggregated audiences across multiple formats, quickly, efficiently, with consistent accountable standards, to better compete with on-line" he said.
Goddard concluded by saying: "The area that I believe has the most upside for our industry to quickly grow market share is Automation. Making our inventory easier to access and transact is an open goal and this should be our overriding objective.
"JCDecaux’s VIOOH Platform is already doing this very effectively and more consolidation like Broadsign’s recent acquisition of Place Exchange is the right way to go. TV companies, for example, are doing it to build common -platforms to win more SME business - the driving force of outfits like Meta. Out of Home can't afford to be left behind."
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