The Digital Out-of-Home (DOOH) market is heating up. And, to keep up, DOOH ad platform Vistar Media has launched a private marketplace.

Called Marketplace Deals, it covers outdoor US and Canadian digital signage like billboards, bus shelter displays and screens in elevators and taxis.

In a private marketplace, ad buyers and inventory sellers know from whom they are buying or selling, as opposed to open digital ad exchanges where the identities of advertisers and inventory owners are less visible.

CEO Michael Provenano told me that Marketplace Deals is distinguished from other DOOH private marketplaces by two differentiators.

[Read the full article on MarTech Today.]

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