Uber OOH selects Vistar Media as SSP programmatic partner

Marketers will have access to over 3,000 cartop screens in major U.S. markets.

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Today, digital out-of-home programmatic provider Vistar Media announced that it has been selected as a new programmatic partner by Uber OOH, the ad network of cartop screens that sit on over 3,000 Uber cars in the U.S.

Uber’s cartop inventory will be made available through Vistar’s SSP, so it can be accessed programmatically, in an open exchange or via private marketplace deals. Media buyers can tap in on the demand side through a number of DSPs, including Vistar DSP, Adelphic, MediaMath, Ubimo, Yahoo and others.

The Uber OOH screens are two-sided and Internet-connected, and are found on the cars of participating drivers in Atlanta, Boston, Chicago, Dallas, Los Angeles, New York and Phoenix.

Why we care. One of the key aspects within the rapidly transforming OOH space is the opening up of premium inventory through programmatic buying and selling. Not only does this provide better access and more splashy opportunities for marketers, but it allows flexibility for them to test, optimize and orchestrate their campaigns. 

It’s not enough to promise advertisers that their brand will be seen on landmark streets in major markets. That inventory has to be plugged into a programmatic environment with proven adtech partners that can measure results.

Dig deeper: Vistar Media integrates audio OOH to reach in-store shoppers.

About the author

Chris Wood
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country's first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on "innovation theater" at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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