Rubicon Project grows DOOH inventory with Asiaray deal

Rubicon Project has added Asiaray's out-of-home inventory across Hong Kong and Singapore to its mix.

The supply-side platform has struck an agreement with Asiaray to allow advertisers to programmatically purchase digital out-of-home (DOOH) and video inventory across the company's sites in Hong Kong and Singapore.

This will include digital inventory across the 32 new train stations on Singapore’s soon-to-be operational Thomson-East Coast Line.

Asiaray’s DOOH screens are equipped with traffic analysis technology which can be used for audience segmentation and campaign measurement.

The partnership with Rubicon Project will enable Asiaray to make its inventory available to DSPs and trading desks for the first time.

Rubicon Project APAC country manager Yogesh Sehgal noted that digital out-of-home is a "rapidly growing channel" for reaching audiences in the APAC region.

"This partnership with Asiaray will deliver exceptional reach and enable data-enriched buying options for advertisers looking at DOOH to achieve their campaign goals," he said.

Asiaray chairman and executive director Vincent Lam said: "We are delighted to partner with Rubicon Project which allows us to further expand our business scope in the high-potential DOOH market as well as develop business in both Singapore and Hong Kong. Given the rapid growth of DOOH, we believe the cooperation will generate greater synergies and achieve a win-win outcome. Looking ahead, we will look for more cooperation opportunities and strive to further develop our online and offline strategies."