Broadsign Acquires Place Exchange As The DOOH Category Hits Its Stride | AdExchanger

"The DOOH category is finally starting to generate its own programmatic momentum, Place Exchange CEO Ari Buchalter told AdExchanger."

"Finding a new out-of-home OOH advertising is increasingly transacted "using RTB pipes," said Broadsign CEO Burr Smith, "but not necessarily through the typical RTB process.""

""Not to oversimplify," Buchalter said, "but a website is a website is a website.""

Broadsign acquired digital out-of-home ad tech startup Place Exchange, with terms undisclosed. Place Exchange originated inside Intersection and spun out in 2021. The DOOH market is gaining programmatic momentum and requires specialized ad-buying systems because measurement, targeting, and creative dynamics differ from web and other channels. DOOH inventory includes retail media screens and CTV-style displays and comes in diverse shapes and sizes. Some out-of-home transactions use RTB pipes but bypass standard RTB flows. Other channel-specific DSPs have been absorbed into omnichannel platforms, but DOOH's unique needs are driving consolidation and format-specific solutions.

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