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Lamar has been a partner with Vistar and a leading adaptor of programmatic technology, since it first emerged in the out-of-home industry.

Lamar looked to increase revenue by monetizing its unsold inventory and maximizing yield across digital billboards with Vistar Media. By connecting to the Vistar exchange, Lamar gained instant access to demand from the world’s leading digital buyers, demand-side platforms and trading desks.

Download the case study to learn:

  • About the actions Lamar took to educate their teams on programmatic OOH.
  • The substantial increases in programmatic revenue Lamar saw quarter-over-quarter and year-over-year.
  • The number of unique brands advertising programmatic with Lamar through Vistar. 
  • The percent of programmatic revenue received from the Vistar open exchange vs. Vistar PMP deals.