Airlines are increasingly adopting wireless inflight entertainment or connectivity solutions, allowing passengers to watch premium content or access the internet on their own device inflight. Similar patterns have emerged across rail, coach and cruise lines. This has led to huge growth in In-Transit Media – premium mobile video advertising inventory delivered at the point of travel.
Programmatic advertising refers to the use of software to trade digital advertising. It allows advertisers to better plan, optimise and target their advertising and allows publishers (in this case transport operators) an efficient and automated way to sell their inventory at the highest price and volume. It is increasingly becoming the dominant buying channel for digital advertising.