DOOH media owners have many idiosyncrasies that are barriers to practical programmatic buys and executions. So even if they’re connected with well-established SSP’s, actual campaigns, from brief to closure, are bespoke, manual, and service intensive. Much of these idiosyncrasies are circumstantial – stringent content approval requiring multiple authorities, direct network connectivity disallowed due to security concerns, IO slot buys predominate business, etc. And is often the case, the more desirable DOOH inventories are, the more pre-existing circumstances pose barriers to the Always On programmatic ideal.
Kanban offers Inventory Management Solution, a managed solution (as-a-service) to overcome the said idiosyncrasies, effectively achieving Always On inventory representation to the programmatic buyers, while simultaneously respecting media owners desire to:
- Minimize capex on programmatic enablement
- Minimize inventory wastage due to unfilled bookings
- Retain control and existing workflow to sell local IO’s, while monetize and establish pricing with Outside-In ad buys with its underused inventories
Key components of KBIMS include
- Inventory Agency Database
- Query Middle ServerProgrammatic Qualified Media Solution
- Media-wellness Monitoring
- Inventory Lookup/Booking UI