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Val Morgan Outdoor launches programmatic ad serving

The company has also created a programmatic sales team

Val Morgan Outdoor has launched VMO Programmatic – its world-first programmatic product that allows advertisers to target specific demographics in real time across VMO’s network.

The offering is made possible by VMO’s exclusive real-time audience measurement system DART (Digital Outdoor Audiences in Real Time).

MORE: VMO reveals latest intelligent outdoor measurement system DART

DART has been trained through machine learning computers to map facial features that then predict age and gender, and offers insights on engagement across 18 demographic profiles.

VMO Managing Director Anthony Deeble said, “Using DART, our exclusive audience measurement system, enables us to ensure we are delivering the clients creative dynamically at the right time to the right audience – a giant leap in effectively targeting audiences in out-of-home environments. The benefit to the advertiser is simple: greater efficiencies and less wastage.”

To meet growing demand, the company has created a programmatic sales team headed by Matthew Bushby, Director, Digital and Innovation, and supported by Lorna Briggs, GSM Strategic Partnerships.

Paul Butler, General Manager Sales and Marketing, said, “VMO’s programmatic approach provides a targeted campaign solution like no other in out-of-home. Our advanced technology and real-time audience insights pave the way for an exciting future in digital out-of-home. We’ve invested in the team and infrastructure to make this future a reality.”

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