The platform combines the company’s SmartPin, SmartScale and POI Database to bolster location data targeting solutions and provide targeting and analytics features.
Omnicom said it was going to continue to use the DSP, because of its direct access to first-party location data. That’s going to be a key factor for many digital advertisers.
Peter Horgan, chief executive officer, Omnicom Media Group AUNZ, explained that location data was now a key player when it comes to creating campaigns.
“[The] opportunity to get onto a self-operated platform has helped us get to grips with the intricacies of the location marketing arena. OMG’s trading desk teams are getting ahead of the curve on location marketing now, and Blis should be credited for its platform’s advanced, market-defining features.”
Indeed, Omnicom’s continued usage is testament to the need for location data as part of a successful digital strategy.
Greg Isbister, CEO of Blis, says that the DSP has been designed to boost client engagement and infrastructure. He adds:
“Our platform empowers agencies, brands and trading desks to independently get their hands on our award-winning location data technology. This provides full visibility over the rigorous verification and attribution standards we apply to our real-time and historical data. The platform gives clients more opportunities to use location data how they want to.”
The latest announcement follows Blis launching its Artifical Intelligence powered mobile ad product Futures in April.