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AdXact has partnered with VIOOH to add VIOOH's digital out-of-home inventory to its demand-side platform. The live integration covers key markets including the US, EMEA, LATAM and global airports.
The deal gives advertisers using AdXact programmatic access to VIOOH's inventory, while creating another source of demand for VIOOH and the media owners that sell through its platform. It also expands the digital out-of-home options available through AdXact and lets buyers manage that activity alongside other campaigns.
Digital out-of-home, or DOOH, has become a growing part of programmatic advertising as brands look to buy screen-based outdoor media in a more automated way. The format can be used on its own or as part of broader multi-channel campaigns, and buyers can adjust campaigns during a booking rather than relying solely on fixed planning cycles.
For AdXact, the tie-up broadens the inventory available through its platform beyond its existing network. The company, a division of AdXcelerant, also offers access to channels including connected television and audio.
For VIOOH, the deal adds another demand-side platform connection as it looks to widen access to its marketplace among agencies and advertisers. It currently trades programmatically in 46 markets and works with more than 50 DSP partners worldwide.
Market access
The companies identified the US, EMEA, LATAM and global airports as the main markets for the partnership. Airport screens have become a notable part of the premium out-of-home market because they offer concentrated footfall and extended dwell time. Expansion across Europe, the Middle East, Africa and Latin America also reflects broader interest in cross-border media buying.
The integration is already live, allowing advertisers using AdXact to buy VIOOH inventory immediately. That removes the need for a separate access point for those campaigns and puts digital out-of-home activity into the same workflow used for other media bought through AdXact.
The partnership also reflects continued efforts across the sector to make outdoor advertising easier to transact programmatically. One long-standing barrier for some buyers has been fragmentation across media owners, screen operators and booking systems. Supply-side platforms such as VIOOH aggregate inventory from multiple media owners, while demand-side platforms such as AdXact provide a single interface for buyers.
As a result, integrations between the two sides of the market have become a key route to scale. Advertisers typically want broader reach and simpler planning, while media owners want access to a larger pool of demand without having to establish direct commercial ties with every buyer.
Dan Ryan, Chief Executive Officer of AdXact, described the partnership as part of the company's wider approach to the market. "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," he said.
"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 presented the deal as a way to bring its inventory to more buyers while supporting its media owner partners. Frances McCann, Director of DSP Partnerships, Global at VIOOH, said the link would broaden access on both sides of the market.
"We're delighted to partner with AdXact and bring VIOOH's premium digital out-of-home inventory to its advertisers," she said.
"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."
The deal underlines how outdoor media continues to move closer to other digitally traded ad channels, with buyers increasingly expecting shared measurement, common workflows and faster campaign changes across formats. VIOOH now operates across 46 markets, and the addition of AdXact gives those media owners another route to advertiser budgets through an already live connection.