AdXact and VIOOH expand programmatic DOOH buying
The partnership expands the inventory available through AdXact and aims to make programmatic DOOH more accessible to media agencies and advertisers.
AdXact, the demand-side platform (DSP) operated by AdXcelerant, has partnered with digital out-of-home (DOOH) supply-side platform VIOOH to give advertisers programmatic access to its premium screen inventory. The integration also creates an additional demand channel for VIOOH and its media owners.
Buyers can manage DOOH campaigns through the same platform they use for other advertising activity, supporting campaign planning and performance optimisation.
AdXact expands its programmatic DOOH inventory
Through the integration, AdXact advertisers can access VIOOH's DOOH inventory across key markets, including the US, Europe, the Middle East and Africa (EMEA), Latin America (LATAM) and global airports.
For advertisers, the connection provides a way to incorporate digital outdoor advertising into existing campaign workflows. For VIOOH, it opens an additional route to buyers using AdXact, expanding demand opportunities for its media owners.
Dan Ryan, CEO of AdXact: "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 DSP, 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 opens another channel for advertiser demand
The partnership gives AdXact buyers programmatic access to VIOOH's network of digital screens, including those in high-traffic environments. It also enables VIOOH to connect its media owners with additional advertising demand through AdXact's platform.
Frances McCann, Director of DSP Partnerships, Global, VIOOH: "We're delighted to partner with AdXact and bring VIOOH's premium digital out-of-home inventory to its advertisers. 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."
Programmatic DOOH supports multichannel campaigns
Advertisers can use programmatic DOOH as a standalone channel or combine it with other media in a multichannel campaign. The approach allows buyers to adjust campaigns in response to changing requirements while offering transparency through programmatic transactions.
The integration is live and available to AdXact advertisers, providing access to VIOOH's inventory through the DSP.
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