We sat down with Kiran Paranjpe, Chief Commercial Officer for Lineup and FatTail.
What does FatTail do? Explain your business solutions for potential customers
FatTail solves two of the key challenges for DOOH: inventory management and media planning.
How do we do this? We do it with an incredibly flexible, feature-rich order management system called AdBook.
Adbook is a centralized hub for managing products, dynamic pricing, inventory, and billing. It is built to easily handle the sales and fulfillment of ad inventory across all media products and sales channels.
At FatTail, we act as the partner that bridges the gap between static and digital inventory. By providing expertise from the digital side of the business, we enable our clients to manage impression-based metrics while continuing to support traditional spot-based DOOH sales.
What makes FatTail different? What is your unique selling proposition
Our teams have spent their lives reconciling the goals of advertisers and media sellers across many sectors, gaining a crucial understanding of both sides of the transaction. When we partner with customers we bring that expertise to the table and work side by side to optimize every step of their operation.
Could you explain the benefits of using an integrated platform like Adbook for advertisers and sellers?
For sellers, FatTail acts as the system of record for traditional and static inventory, offering a seamless transition path as clients move toward a more integrated, impression-based future.
Our platform allows teams to tackle complex media planning and respond with stronger offers that include impression-based forecasting and proof of delivery. As more advertisers begin to view DOOH as an extension of TV and video planning—41% of them, according to the latest DPAA Omnichannel Decision Makers Study—AdBook makes it easy for them to provide the kind of sophisticated offers that modern buyers expect.
How far along is the company, do you have success stories?
We’ve been in business for more than 20 years, but we like to say we’ve spent that time growing up alongside our clients. Over those two decades, we’ve partnered with a diverse range of brands—from household names like Samsung, Expedia, and Cox Automotive to niche leaders like Golf.com. Seeing how these different industries operate has helped us stay a step ahead of market shifts, so our clients don’t have to worry about what’s coming next.
A great example of how we work is our partnership with GSTV. When they ran into some complex architectural hurdles, we sat down together to really dig into the root of the issue until it clicked. That experience, along with our work with other partners, taught us the unique intricacies of Transit and DOOH.
Our platform integrates seamlessly with key players—including Salesforce, Google Ad Manager, FreeWheel, Xandr, Slack, and Oracle—and we are constantly evaluating new integrations to drive further value. Our experience with GSTV led us to develop the Vistar Media integration, which we consider an ongoing collaboration as we continue to develop new features and functionality to suit our customers’ evolving needs.
Since you started conversations with DOOH brands what has been their reaction to Adbook?
It’s been a fantastic learning journey for both sides. Most of the people we spoke to were unfamiliar with an order management system offering the level of flexibility and integration that AdBook provides. Reactions ranged from surprise to a waterfall of excited questions, followed by numerous meetings to explore the best ways to improve workflows and efficiency for their specific business needs.
We are used to working with agencies and deeply understand their requirements. What we provide is a streamlined, optimized system to serve agencies with the plans they want while increasing your revenue in the process. The benefits DOOH companies see in AdBook are all about efficiency, time savings, and maximizing every effort.
In what markets do you currently work in? Are you expanding into other markets?
While our DOOH presence is currently focused on the US, we operate as a truly global organization in terms of the complexity and variety of requirements we manage. As an international company, we support partners across the globe—including Samsung, Expedia, Condé Nast, and the Financial Times. We are incredibly grateful for the diverse range of clients in our portfolio; it’s through these close partnerships that we’ve been able to reach the level of flexibility and customization that AdBook offers today.
The DPAA Omnichannel Decision Makers Study speaks for itself: with 79% of advertisers now viewing DOOH as an integral part of their cross-channel strategies, we are more determined than ever to grow alongside this sector. We have the specific tools and expertise needed to help OOH players navigate and accelerate this digital transformation.
