Advertising technology producer The Trade Desk and Omnicom Media Group UK (OMG) have partnered with independent out-of-home media agency Talon Outdoor to expand services across the U.K., according to a company press release.

The partnership will provide OMG UK's clients with the ability to deploy data-driven digital-out-of-home advertisements in addition to its online media activity.

Talon's data management platform, Ada, can provide clients with audience insights based on anonymized behavioral, mobile location, point of interest and OOH inventory data, with the goal of producing effective outcomes for such clients.

"We built Ada to create a unified understanding of OOH audiences and to enable advertisers to build accurate custom targeting in any OOH environment," Barry Cupples, Group CEO of Talon, said in the release. "Underpinned by Talon's wealth of OOH planning expertise, this partnership with The Trade Desk further expands our programmatic OOH reach. We're entering an exciting new area of programmatic OOH, and this partnership signals an important step for all of our clients."

As a partner to The Trade Desk and Talon, Omnicom Media Group UK will be the first media agency group to access this DOOH inventory via Talon, with other agencies slated to join later this year, according to the release.

"Helping advertisers deliver high impact campaigns is at the heart of what we do at The Trade Desk and it's fantastic to see Omnicom Media Group UK lead the way in making the most of the new partnership," Phil Duffield, VP UK of The Trade Desk, said in the release. "Being able to apply data in a streamlined way with transparent reporting is key to this."

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