Lemma, an independent Supply Side (SSP) Platform for Digital Out of Home (DOOH) and Phi advertising, a Naif Alrajhi Investment group company and UAE network of digital billboards, have partnered to make PHI’s widespread screen inventory available on Lemma’s DOOH SSP for programmatic purchase.
Phi advertising will leverage Lemma’s supply-side platform to make their roadside inventory available to global demand partners to expand their audience reach across locations in the UAE.
With its integration with global DSPs, Lemma will make Phi’s DOOH inventory available worldwide via the platform for programmatic purchase. Lemma will also aid in boosting fill rates and improving DOOH yields f
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