Vistar Media, a global provider of technology solutions for out-of-home (OOH) media, has launched an upgraded demand side platform (DSP) software and undergone a global rebrand.

The new DSP aims to provide a more sophisticated planning experience for running OOH campaigns, offering media buyers more insights into campaign delivery, more transparency into targeted inventory, and more accurate projections of budget allocation.

Vistar Media has been a player in the industry for over a decade and operates the largest global marketplace for OOH transactions. It also provides infrastructure for some of the world's most respected OOH media businesses. The rebrand is intended to better reflect the work Vistar Media is delivering to marketers and media worldwide.

"We've built Vistar on our unwavering belief in OOH as a channel, and its ability to make a real, business-driving impact for marketers," said CEO at Vistar, Michael Provenzano. "We're constantly pushing our brand and technology forward, which is what drove enhancements to our DSP as well, so the platform can better represent what the channel has to offer advertisers and how they can take advantage of it successfully."

The upgraded DSP platform includes features such as an updated workflow, an insights panel, venue image improvements, a creative preview tool, and audience visualisation. Micaela Bos, Activation Director at Omnicom Media Group (OMD), praised the platform's improvements, stating they make the platform even easier and more intuitive to navigate.

"Overall, Vistar's planning tools have always been exceptional compared to other DSPs and SSPs," said Bos. "However, these adjustments make the platform even easier and more intuitive to navigate - allowing users to more clearly see all targeting options and gain a deeper understanding of available inventory. Being able to easily see creative specs and venue lists, and seamlessly export plans for client stakeholders has been key in fostering confidence in their OOH campaigns."

The rebrand is a significant step for Vistar Media, reflecting the company's evolution and its commitment to innovation in the OOH media industry.

"We first helped supercharge the programmatic OOH marketplace more than a decade ago, and a lot has changed since. We now operate the largest global marketplace for OOH transactions, and provide the technology infrastructure for some of the world's most respected OOH media businesses. So, it was time to reintroduce ourselves in a way that better reflects the work we're delivering to marketers and media owners everywhere," Provenzano said.

Vistar Media is headquartered in New York and operates in more than 20 countries, working with hundreds of brand marketers and media owner networks.