Insider sat down with Michael Provenzano, CEO and Co-Founder of Vistar Media, the automated out of home buying platform, during Digital Signage Week.

You added several programmatic partners earlier this month.

Over the last 8 years we’ve had a Demand Side Platform (“DSP”) for agencies and brands and a supply side platform for media owners in out of home.  And what’s happened over the last two years is the larger DSP’s have been looking at new channels and we’re one of them.  Out of home was on their list to look at next.  It’s finally getting exciting enough to build a solution just for that market.  They weren’t being serviced the right way.  We leveled up with these DSP’s and showed them the right way to plug in out of home.

So if I’m an out of home company this is significant to me because you’re making it easier for more out of home buyers.

Correct.  We’re talking about platforms which are transacting more than $1 billion a year.  It’s real money.  These DSP’s have large brand direct relationships, large agency relationships.  And having them associate with the industry in the right way is really powerful for all of our partners.

What was the atmosphere at Digital Signage Week.

I’ve been doing this for 8 years.  The overall positivity and excitement is at an overall high…The promises which were mentioned years ago around data, around programmatic, around selling measurement and ROI to clients are running a full speed now.  Vistar brought Jonathon McKenzie of Turner on stage at Video Everywhere.  We saw a lot of other brands come on stage talking about the ROI they are seeing about out of home.

There are a lot of automated of home buying platforms.  Is there a network effect and do you think eventually the market will consolidate?

The online space is heavily fragmented in terms of total players but if you look at the numbers there’s only a few that are doing really well.  I imagine you’ll see the same thing in this market.  There will be other players.  I just don’t think there will be as many other players as in the online space.

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