Bauer Media Outdoor partners with Signkick on digital Out of Home trading automation

Today, Bauer Media Outdoor, announced its partnership with media owner technology partner, Signkick, to deliver friction-free, OpenDirect compliant, automated trading with their current and potential future partners.

Powered by Signkick’s Trading Bridge software, Bauer Media Outdoor and Signkick will establish a live, automated connection between Bauer Media Outdoor’s Adshel Live network and the automated platforms of major buying and planning partners.

Bauer Media Outdoor Joint Managing Director, Richard Bon, said: “We have bold aspirations for creating the future of media and with Adshel Live, the UK’s largest digital Out of Home network now approaching 2500 screens, this is a significant milestone on our trading automation journey. Our partnership with Signkick will help create robust and friction-free connections for many of our customers, pushing the boundaries of digital Out of Home flexibility even further.”

Signkick Trading Bridge is the technology that will power these automated connections. Working for Bauer Media Outdoor, Signkick Trading Bridge establishes a live, friction-free connection between inventory and multiple automated buying channels, managing all translations and inevitable changes in between. Most importantly, it leaves Bauer Media Outdoor in complete commercial control.

“With almost 2500 digital screens in the Adshel Live network and many major buying partners all with unique automated trading platforms, and ways to buy, managing the complexity in its connections was an obvious hurdle for Bauer Media Outdoor to overcome. Signkick Trading Bridge was designed precisely with this use case in mind.” Andy Hamblin, CCO, Signkick. 

With the ability to deliver automated trading comes the ability to deliver more targeted, data-driven and sophisticated campaigns. This partnership signals an exciting step forward, not just for Bauer Media Outdoor, but for digital Out of Home’s evolution, and is a step that is set to unlock its true power for advertisers.