Billboard Insider received this comment from Adquick’s VP Demand and Analytics Jason Kunkel-de Cesero in response to our reader poll on the out of home sales platforms:
Just want to share that most billings in our platform are executed directly with media operators via insertion orders (and mostly involve print/static formats) while on the DSP side of our platform we pay our SSP partners (i.e. PX, Vistar, Hivestack, Broadsign and VIOOH) who are responsible for paying operators directly….It looks like your article is more focused on the programmatic side where we don’t control when operators get paid, but, either way, we’re always going to be here for you if there’s any questions about the aspects of our platform.
More broadly…I think our sector could really benefit from an independent evaluation of the different buying tech in the market. So many times we hear that AdQuick has the best buying tech for both IO-based and programmatic OOH and that other well-adopted platforms have significant flaws. I think such an analysis would raise the bar for all OOH tech participants, including AdQuick. Something like what Forrester pushes our every year in ranking adtech platforms.
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