OUTFRONT Media and AWS partner to modernize OOH

OUTFRONT Media has formed a strategic partnership with Amazon Web Services (AWS) to transform how out-of-home (OOH) media is planned and purchased.

The collaboration will introduce AI-enabled workflows that allow agencies and brands to plan, buy, and measure OOH inventory through natural language interactions.

The partnership positions OUTFRONT Media to accelerate the digital transformation of OOH advertising, streamlining access to static and digital inventory while improving efficiency and measurement across campaigns.

AI workflows integrate OOH with digital ecosystems

Premesh Purayil, Chief Technology Officer, OUTFRONT Media: "This is not just a modernization effort, it's a structural leap for the OOH industry. We're excited to tap into the flexibility, reliability, and scalability of the world's leading cloud, which will give agencies the ability to access OOH inventory in real time, execute buys through AI-native workflows, and measure campaign performance within the same omnichannel stack they're used to in digital media."

The initiative aims to connect OOH with digital and programmatic tools, aligning the medium more closely with online, mobile, and connected TV channels. By leveraging AWS’s cloud infrastructure and AI services, together with MadConnect’s Model Context Protocol-enabled workflows, agencies will be able to query inventory in real time, execute programmatic and direct buys, generate AI-driven insights, and automate performance reporting.

AWS, OUTFRONT, and MadConnect drive category transformation

Rich Geraffo, vice president and managing director, AWS North America: "OUTFRONT has a powerful vision to transform how agencies and brands can use agentic AI to maximize the impact of their investment in out-of-home. We're thrilled to work closely with the OUTFRONT and MadConnect teams to bring that vision to life on AWS and help deliver new capabilities to our mutual customers in the world of advertising."

The collaboration unites OUTFRONT’s national scale, AWS’s cloud and AI capabilities, and MadConnect’s data expertise to build a standardized, cloud-enabled OOH marketplace. This structure aims to enhance efficiency, transparency, and integration with programmatic platforms.

OOH integration within omnichannel planning

Bob Walczak, CEO, MadConnect: "We believe this moment will be remembered as the point when OOH moved from the periphery of media planning into the heart of the digital ecosystem. It's not just about digitizing, it's about rethinking how media gets planned, bought, and measured through the lens of an AI-enabled infrastructure."

The partnership’s long-term goal is to enable agencies and brands to manage all campaign stages—from planning to performance measurement—through a unified workflow. The model integrates OUTFRONT’s media data, MadConnect’s connectivity layer, and full OOH coverage across static and digital formats. OUTFRONT is currently engaging with major agency groups to explore omnichannel integration, with further developments to follow.

www.outfront.com

aws.amazon.com

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