Leading independent Out of Home agency Talon Outdoor has launched two new AdTech platforms.
Plato is an automated trading platform, which aggregates all OOH inventory into a single, intuitive campaign planning and delivery system. It allows users to explore, plan, check availability, reserve and trade paper and digital inventory across multiple markets.
Ada is an OOH data management platform which manages and activates billions of device-level audience data points to create new insights about how people behave and how to reach and engage them whilst on-the-go. Advertisers can use Ada to activate their own customer data or create custom audience segments relevant to their campaigns. The platform enables data driven audience targeting and campaign measurement.
Both platforms have been developed with Sahaj Software, which has extensive experience in applying data science and software engineering to develop large scale technology. Talon also partnered with multiple data providers including Location Sciences and Narrative.
Talon chief transformation officer Josko Grljevic says: “The launch of Plato and Ada is a direct outcome of Talon’s continued investment in technology and automation. We believe that these are catalysts that will scale our business and the footprint of OOH by bridging the gap between advertisers and their audiences.
“Today’s off-line and manual processes simply can’t do that effectively nor can they compete with the real time nature of mobile and web. Our objective was therefore very clear – develop tools and services that allow our internal and external customers, to seamlessly engage with the OOH medium to deliver meaningful outcomes.”
Sahaj Software founder Nitin Dhall says: “Sahaj is proud to be Talon’s technology partner. We have solved complex business problems by successfully pairing our engineering expertise with Talon’s specialist OOH domain knowledge, to build genuinely innovative and scalable technology solutions.”