Lemma, a leading organization in the Programmatic DOOH space, announced the launch of their latest independent Supply side platform (SSP) for DOOH. Independent of any asset ownership, Lemma SSP aims to address the imperative need of transparency of arriving at ROI’s on DOOH spends by advertisers.
The SSP is built with the intent of delivering objective, exact & timely reports to advertisers, much in line with Lemma’s values of “Trust & Transparency”. Lemma SSP ensures clarity at all levels, right from providing brands with quality & brand safe inventory to visibility in real media costing.
As demand for audience buying surges in DOOH, Lemma SSP serves as complete audience buying solution for marketers by avoiding wasteful exposures through an exposure gauge that alters in real time in sync with audience availability in select location & screens. This implies that no ad is shown when the audience footfall is below accepted levels. Location parameters are set for each DOOH screen as per its size and location. Audience data is then obtained from various data partners pertaining to each site location, which are then matched with the campaign parameters to trigger the displays.
Lemma SSP provides 3rd party validations through standard DSP integrations as well. These validations ensure that advertisers avoid wasteful spends resulting from fraudulent audience count, inactive screen status etc.
Mapping sites to demand basis targeting parameters is another key feature of the platform. The screen selection is not arrived at using volume of footfall alone but mapped to the relevancy of the audience to the brand in selected areas in runtime before serving any ad.
Lemma Founder and CEO Gulab Patil said, “As programmatic DOOH scales across various markets it becomes essential for stakeholders to provide transparent solutions to advertisers to win their trust and encourage them to spend more on the medium. However, this must be practiced without one having to compromise more than the other. Considering this we’ve developed Lemma SSP an unbiased independent platform that brings in trust, transparency, accurate validation & efficient price discovery, that enables all stakeholders to equally benefit from a part of the programmatic ecosystem.”
Currently, the Lemma SSP covers 150,000 screens, and a further 75,000 are at the stage of integration. Gulab states that by September-October this year, the total global coverage will reach 300,000 screens.
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