JCDecaux SA launched a new out-of-home platform that can provide automation and offer systematic trading for media sellers and buyers, the French advertising company said June 12.
The new platform called VIOOH, pronounced view, was created to grow out-of-home advertising spend globally through automated trading, data management, content serving and ad exchange functionality.
It uses data sources and machine learning algorithms to improve the targeting and the effectiveness of advertising campaigns, according to the release.
London-based VIOOH is 93.5%-owned by JCDecaux and 6.5%-owned by French data specialist and modeling company Veltys.
JCDecaux said it will initially roll out the platform in the U.K. and the U.S. before launching it in Belgium, Spain, Italy, Hong Kong, Australia, Denmark, Finland, Germany, Singapore, Dubai, Norway and the Netherlands, among other markets.
The platform already employs 65 developers, coders, commercial and support staff.
JCDecaux has named former Yahoo Vice President for Global Partnerships Jean-Christophe Conti as VIOOH's CEO. Conti previously served as vice president EMEA at AppNexus Inc.