Eyeota has announced a partnership with Vistar Media, a global provider of programmatic technology for digital out-of-home (DOOH) advertising. This partnership aims to provide advertisers with enhanced audience targeting capabilities for their DOOH campaigns.

Eyeota's audience data will be integrated into the Vistar Demand-Side Platform (DSP), allowing buyers to leverage this data to plan and target their DOOH campaigns. The integration of Eyeota audience segments into the Vistar DSP is expected to improve campaign targeting across Vistar's network of outdoor digital inventory, which includes billboards, airport environments, bus stops, and street furniture.

"Our collaboration with Vistar Media is the beginning of a new chapter for marketers in APAC. By integrating Eyeota's rich audience data into the Vistar DSP, advertisers gain unprecedented addressability for programmatic DOOH campaigns. Brands can now easily streamline audience targeting efforts, delivering personalised messages aligned with specific demographics and behaviours. It's truly a game changer for advertisers to make the most out of their DOOH ads and drive engagement with the right customers in today's fast-changing world of outdoor digital advertising," said Trent Lloyd, Head of APAC at Eyeota.

Eyeota's audience data covers over 30 verticals and seasonal events, providing advertisers with valuable insights and actionable targeting options. Marketers already using Eyeota audiences and working with Vistar Media can streamline their audience-targeting efforts across the broader programmatic landscape.

"We are thrilled to partner with Eyeota to provide our clients with best-in-class audience data for their DOOH campaigns. With Eyeota's comprehensive audience targeting capabilities, advertisers can now optimise their programmatic DOOH campaigns, driving greater engagement and ensuring their messages resonate with their intended audiences," said Ben Baker, Vistar’s APAC Managing Director.

This partnership is seen as an important milestone in the evolution of programmatic DOOH advertising, enabling advertisers to activate Eyeota audience segments seamlessly within the Vistar DSP.