Programmatic digital out of home advertising is set to be more accessible to media agencies and advertisers and available on the same platform they use for their other campaigns on the back of a new partnership between AdXact and global premium platform VIOOH.
The integration is designed to give AdXact advertisers programmatic access to VIOOH’s inventory, while bringing additional demand to VIOOH and its media owners.
The partnership marks a significant expansion of the inventory available through AdXact’s platform. It means advertisers can manage DOOH activity together with other campaigns, making it simpler to make strategic decisions and optimise performance.
For VIOOH, the connection creates a new channel for advertiser demand, bringing its inventory to AdXact’s buyers and expanding opportunities for its media owners. Key markets for the partnership include the US, EMEA, LATAM and global airports.
AdXact chief executive Dan Ryan said: “This partnership represents another exciting step in our vision for making premium digital out-of-home more accessible, flexible, and connected to the broader advertising ecosystem.
“By integrating VIOOH’s premium inventory into our demand side platform, we’re giving advertisers more opportunities to reach audiences in meaningful moments, while opening new pathways for demand to reach VIOOH’s media owners. We see tremendous potential in what we can build together as programmatic DOOH continues to evolve.”
VIOOH director of DSP partnerships Frances McCann added: “This integration opens a valuable new channel of demand for our media owners, while giving AdXact’s buyers simple, programmatic access to high-traffic screens that reach audiences on the go.
“Together, we’re making DOOH easier to plan, buy and include alongside the rest of a campaign, and helping more advertisers unlock the impact of the channel.”
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