Hivestack selected as SSP for Scentre Group

Digital out-of-home company Hivestack has been selected by Westfield’s parent company Scentre Group as its Supply Side Platform (SSP).

The announcement:

Hivestack, the world’s largest, independent, programmatic digital out of home (DOOH) ad tech company today announced it has been selected as the Supply Side Platform (SSP) for Scentre Group’s inhouse digital network BrandSpace. Scentre Group is the owner and operator of 42 Westfield Living Centres in Australia and New Zealand.

Through this agreement, Scentre Group is offering private marketplace (PMP) deals and open exchange buys to Hivestack’s buy-side partners that use the Hivestack Demand Side Platform (DSP) or integrated omnichannel DSPs. Scentre Group advertisers can now programmatically activate Westfield’s DOOH inventory across ANZ via the Hivestack platform, which includes 44 locations and 1,800 screens located in some of Australia’s and New Zealand’s most premium and populated living centres.

The Hivestack platform offers advertisers advanced custom audience capabilities, flexible buying options and enhanced operational efficiencies with ease and speed of trade, coupled with real-time bidding. With the addition of Scentre Group’s premium inventory, Hivestack now offers the largest DOOH retail network for buyers across Australia and New Zealand.

Matt Bushby, Managing Director, ANZ & SEA, Hivestack commented: “We are thrilled to be working alongside Scentre Group to offer advertisers the most premium and high impact DOOH retail inventory available. For Australia, this could not come at a better time as lockdown restrictions ease and advertisers begin to plan the delivery of high impact campaigns for the upcoming holiday season. In New Zealand, they are also anticipating strong demand and a quick recovery now that more customers and businesses have returned to centres. We expect this momentum to continue as restrictions ease further”.

Scott Moore, General Manager, BrandSpace said, “Programmatic connects our premium out-of-home inventory to new streams of data-driven advertisers who care about control, precision targeting and campaign measurement. Hivestack’s platform enables us to scale, measure and deliver contextually powerful messages to our customers which enhances their shopping experience here with us at our Westfield Living Destinations across Australia & New Zealand.”

The agreement comes at a critical time, as government restrictions ease in Australia and New Zealand as the busy retail holiday season begins. With more customers returning to Westfield centres, this new network offer will allow advertisers to reconnect with their audience by harnessing the power of programmatic DOOH via the Hivestack platform.

Source: Ginger May media release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.