Street Fight – November 14, 2018
Captivate is getting more sophisticated, collaborating with tech-savvy partners to deliver OOH ads based on its audiences’ interests and locations. This year, Captivate announced its “Places” platform, which centralizes its planning and data analytic tools and “puts them in one place for the marketplace,” Neil Shapiro, senior vice president of digital and programmatic sales said. Captivate works with a number of partners to develop an understanding of the audience in each building in which it operates. The “Places” platform traces the life cycle of a campaign from the initial planning and audience building to delivery, necessary auditing, and ROI measurement.
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