The new exchange has been developed by Spafax, another out of home (mainly) company housed (as is Kinetic) within WPP’s Tenth Avenue construct, a sort of GroupM for everything GroupM (which negotiates TV and Press) doesn’t do. Still with us?
SN:Xchange has already run one campaign for insurance giant Zurich and is now being offered to Kinetic’s (and presumably Tenth Avenue’s) other clients.
Kinetic US president David Krupp says: “For the first time, we can see how a campaign is pacing in real-time – hourly, daily, weekly – and can make the necessary changes to ensure that our clients’ campaign requirements are achieved.”
So SN:Xchange is actually two things; a trading exchanger (there’s not much evidence so far that out of home advertisers actually want this) and a verification mechanism for digital, which they probably do. Out of home in all its manifestations is notorious for campaigns that don’t actually appear (but which are probably paid for).