Broadsign, StackAdapt and Branded Cities Launch Automated DOOH Buying

Broadsign has introduced a major step forward for out of home advertising in North America through a new collaboration with StackAdapt and Branded Cities. The partnership brings fully automated in advance digital out of home transactions to advertisers using the StackAdapt platform. It marks a shift toward more streamlined and unified campaign planning, giving marketers the ability to secure premium OOH placements months before their campaigns launch. The initiative debuts with access to Branded Cities large format, high visibility screens, and Ledger Bennett has already become the first StackAdapt customer to activate a guaranteed campaign under this new arrangement for one of its key clients earlier this year.

The new integration lets StackAdapt buyers reserve and confirm Branded Cities inventory directly through programmatic channels. This replaces the traditionally slow process of negotiating DOOH buys and eliminates the operational friction that often comes with manual booking. Since the transactions happen entirely within the StackAdapt environment, buyers can apply their usual targeting capabilities and real time triggers across campaigns, while also reviewing DOOH performance alongside all their other digital channels in one reporting dashboard. Broadsign expanded its In Advance capabilities in Europe earlier this year, and this launch deepens its presence across its supply side platform by connecting more demand partners and media owners.

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Jenija Manandhar, Head of Media at Ledger Bennett, said the new workflow transformed their recent buying experience. “Booking our latest campaign in advance through StackAdapt made us realize how much more efficient we could be by cutting out the minutia we typically spend sourcing DOOH inventory directly,” she said. “We were able to easily find the Branded Cities inventory slots we wanted and secure them 4 weeks out in minutes versus days. At the end of the campaign, it was also easier to compare results across ad channels because all the reporting and analytics were available in one central platform; it’s the OOH technology we’ve been waiting for.”

Nick Ortega, Director, DOOH and Emerging Channels at StackAdapt, noted how the collaboration balances the advantages of traditional and programmatic buying. “Broadsign In Advance gives StackAdapt buyers the best of both direct and programmatic buying,” he said. “They can secure premium inventory around global or local events and reach audiences when it matters most. Our integration ensures guaranteed access to high impact screens with the streamlined workflows, transparency, and real time reporting today’s advertisers expect.”

Roger Wood, Director of Digital Growth and Programmatic at Branded Cities, said the company is proud to lead the shift in North America. “We are delighted to be the first North American media owner to offer our DOOH inventory via Broadsign’s in advance transactions,” he said. “Internally, we’ve already been able to improve operational efficiency, attract new buyers, and optimize yield. Looking outward, our accomplishments represent a massive leap forward for the industry, illustrating how we can leverage automation to ensure a more level playing field for OOH in the omnichannel world.”

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Drew Thachuk, Head of Channel Partnerships at Broadsign, emphasized the significance of opening access to OOH through the platforms digital buyers already use. “There are few ad channels today that can command an audience’s attention and drive real world engagement like OOH. Yet accessing this powerhouse isn’t always easy for omnichannel buyers, because direct OOH and programmatic omnichannel have been largely siloed until now,” he said. “Broadsign In Advance is bringing the capabilities of direct OOH booking to the programmatic platforms omnichannel buyers live and breathe, but without a drawn out, manual negotiation process. Our collaboration with StackAdapt and Branded Cities represents huge progress on this front, and is one of many more to come, as we work with the industry to make OOH more accessible.”

Broadsign’s in advance DOOH capabilities are now open for early adoption through its supply side platform. The company encourages buyers to reach out to their demand partners to verify support for these automated transactions.