Kinetic has announced the launch of an automated trading platform, which will bring together all major out-of-home media owners in the UK for the first time.
The collaboration with Bitposter will offer an integrated trading platform to JCDecaux, Clear Channel UK, Primesight, Exterion Media, Outdoor Plus, Ocean Outdoor and Signature, amongst others, across all formats.
By using the Bitposter platform, Kinetic will integrate its planning system Aureus with the inventory of the media owners to create a private marketplace.
"Our sector is undergoing an exciting transformational phase," said Stuart Taylor, CEO Kinetic UK and Western Europe.
"This collaborative development will not only make the outmoded process of buying and selling OOH more efficient but will help allow the growing scale of DOOH to reach its true potential."
Paula Fernandez, Kinetic's global head of data tools and analytics, added: "This first step to digitise OOH trading is a great milestone for the industry. It will allow us to enhance our data led planning capabilities, so we are prepared for the digital transformation of our sector."
Digital out-of-home adspend grew 24.7% in the third quarter of 2016. Total OOH adspend is estimated to have grown 5% in 2016, with growth of 2.2% forecast for 2017.