The OOH company said the move fast-tracks its efforts in programmable signage.
New ad format applies for videos that are 15 seconds or less.
The 3D ad-gaming startup has raised $6.5 million in Series A funding.
In such a fast-moving media ecosystem, the industry cannot afford to continue to trail behind consumer shifts, warns The Trade Desk.
The programmatic company is teaming up with Rubicon Project and Havas.
A dispute that resulted in a public argument outside WPP's Shanghai offices last October has now led to an official civil complaint.
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