• More on Clear Channel Channel/Rubicon Project And Programmatic

    Dan Levi

    As a follow up to our article last week on the Clear Channel Outdoor /Rubicon Project partnership, Insider had a chance to interview Clear Channel’s Dan Levi, EVP & CMO and Wade Rifkin, SVP Programmatic and learn a little more about programmatic selling and Rubicon Project.

    Why did CCOA chose to partner with Rubicon Project for their entry into a programmatic OOH buying solution?  

     When we set out to build a programmatic offering we sat down with our partners and agencies to understand what we should build. This included things like, what inventory we should make available programmatically and which technology partners we should make it available through. That led us to the private marketplace solution and also to Rubicon Project as the partner. Rubicon is one of the leading technology solutions out there. Their interest in expanding into new markets like OOH and just the overall sophistication of their platform made it a pretty easy decision to work with them.

    Wade Rifkin

    Can you give us a primer on what a programmatic private marketplace is and how Clear Channel fits into that environment?

     Programmatic to us is the automation and optimization of the media buying process, using data and technology to achieve that. It’s a more sophisticated way to do a lot of the same things we’ve been doing in the media buying and planning world. The PMP — the private marketplace — is the type of deal where buyers with their DSP and sellers with their SSP are transacting. The PMP sits at a little bit of a higher priority level than the broader open exchange buying. We view the PMP as the best-of-all-worlds type of solution: it starts with the relationship, then a strategic proposal of inventory. Our PMP opportunity in the U.S. is for 85% of our digital out-of-home inventory across 25 of the DMAs we represent.

    Does your RADAR product blend into this mix? 

    We’re using data in aggregate and anonymously that we source from one of our partners to understand the patterns of behavior of different groups of people as they move across major roadways and airports and places that those individuals have previously visited. We take that as patterns and signals and attribute them in the form of scores to our roadside and airport inventory. We’re passing some data about our inventory to the buyers so they can figure out where a given board is down to a very granular level and determine if it matches up to their audience definition and make a buy or no buy decision from there. Buyers will also be able to leverage the GeoPath (Traffic Audit Bureau) geographic and household income signals in order to target the buys that they’re doing and bring their own data to the table. 

    What do you see as the most significant advantage to CCOA in being a part of Rubicon Project’s Private Marketplace?  

    The most obvious is that you’ve never been able to buy digital OOH through the same singular private marketplace platform that you buy desktop and mobile display, video, native, etc. All these other great assets that have been transacted at scale for years can now be bought programmatically hand in hand with digital OOH. That integration with other channels is the first and most important aspect.

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