The automated platform allows clients to better identify target audiences and improve their activation through OOH communication.

Adcity Solution is a combined suite of Audience Planning with the audience, rather than the media, at the centre of the OOH planning; Audience Trading, connected to the supply side platforms (SSP) and demand side platforms (DSP) of the main OOH media; and Audience Measurement which includes cross-device dashboards.

Matthieu Habra, global head of Adcity, said: “Havas Group’s investment in Adcity Solution – a proprietary and exclusive technological solution on the market – will allow Adcity to offer not only innovative audience planning for its clients and cross-device activation to link OOH and mobile media, but also guarantee efficient, high-quality programmatic trading.”