Through its collaboration with Quotient, a digital ad services platform for retailers, Place Exchange, an SSP for OOH inventory, said recently that it would begin allowing programmatic audio-based ad buys in grocery and pharmaceutical stores.
InStore Audio Network, which collects digital in-store audio messaging options among retailers in the United States, will provide the audio inventory. On a weekly basis, the network connects over 100 million customers through over 16,000 locations, including Albertsons, Safeway, Southeastern Grocers, CVS, and Rite Aid.
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Norm Chait, director for out-of-home product and sales at Quotient, said-
“Unlike a lot of other formats, you wind up having a full-store experience regardless of the aisle you’re in, and you can reach people with some degree of frequency to drive home a purchase,”
Quotient’s DSP, which offers both self-serve and managed solutions, allows buyers to access the in-store audio material, which is offered on a CPM basis.
The advertisements may be targeted using segments obtained from Quotient’s proprietary data, which is collected from aggregated opted-in mobile device IDs that show where individuals are, what stores they visit, and what screens they pass.
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