JCDecaux develops the VIOOH programmatic purchasing platform to grow in outdoor advertising

The French multinational JCDecaux has created this VIOOH automated system with which it wants to boost the outdoor advertising business on digital screens.

The new VIOOH automated trading platform, owned by the French specialist in this market JCDecaux, connects programmatic buying with outdoor advertising, and the data company Veltys participates in its development, which has, approximately, he 7% of the capital, according to the company statement.

VIOOH is based in the United Kingdom, specifically in London, and currently brings together 65 development professionals, programming, commercial, medium, etc., which Jean coordinates- Christophe Conte as CEO. The launch of this platform began two years ago and it is now operational in this country and in the United States., and will soon be extended to others, among them Spain.

As pointed out by JCDecaux, el objetivo de VIOOH es impulsar el negocio de la publicidad exterior que, principalmente en los últimos años, ha experimentado un fuerte crecimiento gracias a las pantallas digitales y redes DooH y que seguirá en aumento al menos hasta 2020, según reflejan diversos estudios de mercado.

In this sense, VIOOH incorpora múltiples fuentes de datos gracias a la interacción con los dispositivos móviles de los usuarios, cuyo núcleo es el denominado machine learning’, que permite segmentar la audiencia, conectar con sus necesidades e incrementar la efectividad y ventas en las campañas publicitarias.