Vistar Media, the leading global provider of programmatic technology for digital out-of-home (DOOH), is proud to announce the expansion of OpenRTB integrations to include audio-only out-of-home (audio OOH) inventory. This new capability allows advertisers to programmatically purchase audio placements through top-tier demand-side platforms (DSPs). The Trade Desk is the first omnichannel DSP to support this extension, enabling programmatic access to audio inventory from networks such as Vibenomics.
Audio OOH: an emerging opportunity
Audio OOH is quickly becoming a key component of the out-of-home media ecosystem. Unlike traditional DOOH, which relies on visual displays, audio OOH allows brands to influence consumers through sound, seamlessly integrated into environments such as retail stores, gyms or transportation hubs. These immersive, non-intrusive messages offer a powerful way to reach audiences in contextually relevant settings, driving engagement in a subtle but impactful way.
Why OpenRTB matters
Programmatic access to audio OOH via OpenRTB simplifies the buying process, providing brands with the same efficiency and precision that DOOH programmatic buying offers. Advertisers can now leverage real-time bidding to place audio messages where they matter most, targeting specific locations, times of day and audience segments with unmatched flexibility.
Industry perspectives
“With the growth we’ve seen from both DOOH and audio as separate emerging channels, it was the logical next step to expand our omnichannel offering into audio OOH,” said Maggie Mattingley, Senior Manager of Inventory Partnerships, The Trade Desk. “Through Vistar’s new audio capability, we continue to provide the best possible digital media for advertisers and agencies to deliver a holistic, multi-channel campaign.”
Paul Brenner, CSO and President of AOOH, Vibenomics, added, “Exposing our unique audio inventory to omnichannel DSPs such as The Trade Desk is a natural next step in the growth trajectory for our network and the industry at large. The reach of our audio network, combined with Vistar’s market-leading SSP capabilities, allows the buy-side to flex programmatic spending, target specific market areas, support brand campaigns, and measure performance through incremental lift and return on ad spend.”
The bigger picture
By integrating audio into the programmatic DOOH ecosystem, Vistar Media and its partners are expanding the ways brands can reach consumers in contextually relevant, high-impact environments. Audio OOH isn’t just an add-on—it’s a complementary channel that enhances omnichannel campaigns, delivering measurable impact across multiple touchpoints.
For brands and agencies looking to maximize campaign reach and effectiveness, this new capability offers a streamlined, data-driven way to connect with audiences in both the visual and auditory dimensions of out-of-home media.
For more information about Vistar Media and audio OOH programmatic solutions, please direct inquiries here.
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