MUMBAI, INDIA — Lemma, a leading player in programmatic DOOH space, has announced the launch of their latest independent Supply Side Platform (SSP) for DOOH.
Independent of any asset ownership, Lemma’s SSP aims to address the imperative need of transparency for measuring ROI on DOOH spends by advertisers.
The SSP is built with the intent of delivering objective, exact and timely reports to advertisers, much in line with Lemma’s values of “Trust & Transparency”. Lemma SSP will ensure clarity at all levels, right from providing brands with quality and brand safe inventory to visibility in real media costing.
As demand for audience buying surges in DOOH, the new SSP will also serve as a complete audience buying solution for marketers by avoiding wasteful exposure through an exposure gauge that alters in real time in sync with audience availability in select location and screens. This will ensure 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 is then matched with the campaign parameters to trigger the displays.
Lemma SSP will also provide 3rd party validation through standard DSP integration with the likes of Media Math, Google DV 360 and Yahoo!. This validation ensures that advertisers avoid wasteful spends resulting from fraudulent audience counts and inactive screen status.
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.
Commenting on the launch, Gulab Patil, Founder and CEO of Lemma 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 any compromises from either side. Keeping this in mind we’ve developed Lemma SSP, an unbiased independent platform that brings in trust, transparency, accurate validation & efficient price discovery and enables all stakeholders to equally benefit from a part of the programmatic ecosystem.”
Currently, the Lemma SSP covers 150,000 screens, and aims to achieve a total global coverage of 300,000 screens by the end of this year.
