Accretive Media Offers Programmatic Digital Out-of-Home Media Buys Based on Individual Data
Just-launched Accretive Media offers another version of marketing through public screens. In their case it’s ads on digital out-of-home displays in nearly 100,000 malls, train stations, restaurants, airports, and such. The ads are sold via programmatic bidding, relying on device tracking to know who is nearby and a pool of individual-level profiles to know their details. The company is notably vague on whether the ads are targeted at specific individuals (super-creepy!) or on an aggregate profile of people near a given screen at the time (more likely and probably a better way to do things).