WPP's Kinetic launches real-time out-of-home ad buys

London—WPP's Kinetic Worldwide has started serving digital out-of-home ads in real time, using technology developed by sibling company Spafax Networks.

The companies said this marks the first time that real-time serving and analysis will be available for the place-based ad market. The technology provides reporting of ad delivery and impressions in real time, enabling advertisers to make changes on the fly.

An initial user of the new service, called SN: Xchange, is Zurich Insurance Group.