"Broadsign may actually be building a platform that will make an attractive acquisition target down the road. And one of the major cross-platform Big Tech players feels like the most likely buyer. Shoring up infrastructure, not demand For proof of where OOH is heading, consider some of the other recent moves that have shaken up the market. Perion acquired Hivestack in 2023."
"Platforms with meaningful advertiser budgets want more reach, more screens and more pathways to distribute that demand with precision. Now Broadsign, the largest infrastructure provider in OOH, has pulled Place Exchange into its system. Today, the chessboard looks very different than it did two years ago. Place Exchange brings broad pipes, clean integrations and steady demand from The Trade Desk, plus a light stream of demand from Google DV360."
Broadsign acquired Place Exchange to expand supply, integrations and workflow capabilities while programmatic demand at industrial scale remains limited. Recent industry deals—Perion/Hivestack, Broadsign/OutMoove and T‑Mobile/Vistar—focused on enlarging inventory and distribution pathways rather than securing advertiser demand. Advertisers and platforms seek more reach, more screens and precise distribution across channels to attract sizable programmatic budgets. Place Exchange contributes steady demand from The Trade Desk and a smaller stream from Google DV360, but does not solve the overall demand shortfall. OOH therefore must pursue omnichannel strategies and larger cross‑platform scale to compete effectively for programmatic ad spend.
Read at AdExchanger
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