Programmatic Advertising Comes to the New York Subway

The move from selling ads directly has attracted more advertisers

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Buying ads on the New York City subway is moving into the digital age.

In recent years, ads on the Metropolitan Transportation Authority’s trains and platforms have helped grow digitally native startups, firms like Casper and Hims, into household names.

But despite being a place for buzzy brands to advertise, the process of buying ads on the MTA has remained low-tech, with inventory only available via directly sold insertion orders.

Last December, Outfront Media—the digital out-of-home advertising company that contracts with the MTA to sell ads—began offering some subway inventory programmatically, meaning advertisers could buy ad space via a demand-side platform.



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