Blis is launching its own self-serve demand side platform after the success of a year-long trial with Omnicom Media Group. The platform is the first of its kind in the market, using its proprietary location technology programmes like SmartPin, SmartScale and POI Database. It basically provides location data targeting solutions, advanced reporting and analytics capabilities.

Omnicom will be one of the first companies to start using the DSP on a self-serve basis and utilise its first party location data, which is key to the agency’s ongoing strategy towards innovation and digital expertise.

“Location data now plays a key role in how the group builds its campaigns, and the opportunity to get onto a self-operated platform has helped us get to grips with the intricacies of the location marketing arena,” said Peter Horgan, CEO of Omnicom Media Group AUNZ.

For Greg Isbister, CEO of Blis, the new partnership with Omnicom is proof that there is a growing need for location data in media strategies around the world. With the platform, clients will have full visibility over the rigorous verification and attribution standards that is applied to real-time and historical data.

Source: The Drum