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The nation’s biggest out-of-home media companies are refusing to list and sell their inventory in Starcom’s new out-of-home database planning and buying system created by DOmedia.
It’s not only the big traditional outdoor companies that are pushing back, but also some of the largest place-based OOH players. The rub is DOmedia’s 2-5 percent transaction fees tacked on to sales made through the system, a fee the media companies find unpalatable.
DOmedia, which has built a database of OOH companies, is one of several “aggregators” seeking to bring some order to the hundreds of small, placed-based digital out-of-home companies.
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