The landscape of programmatic Digital Out-of-Home (DOOH) just received a massive upgrade. VIOOH, the leading global premium DOOH supply-side platform (SSP), has officially announced a strategic partnership with OUTFRONT Media, one of the powerhouse “In-Real-Life” (IRL) media companies in the United States.
This collaboration is a “step change” for the industry, significantly lowering the barrier for global advertisers looking to tap into premium US inventory at scale.
A Massive Injection of Premium Inventory
The partnership brings over 7,600 digital screens into the VIOOH ecosystem. For media buyers, this translates to a staggering 18 billion monthly impressions.
By onboarding OUTFRONT, VIOOH now provides programmatic access to approximately 25% of the US DOOH market. The inventory spans across 50 major markets, including:
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High-Impact Roadside: Billboards on major US highways and urban corridors.
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Street Furniture: Strategic coverage in hubs like New York City, Los Angeles, Miami, Boston, and Las Vegas.
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Transit Networks: Access to major commuter arteries including the NYC MTA, Boston’s MBTA, San Francisco’s BART, and Chicago Metra.
Why This Matters for Programmatic Buyers
The integration allows advertisers to move beyond static placements, leveraging VIOOH’s SSP to execute campaigns with precision targeting and real-time flexibility. > “By bringing a quarter of the US DOOH market onto the VIOOH platform, we’re giving even more media buyers unprecedented access to premium inventory at scale,” said Jean-Christophe Conti, CEO at VIOOH.
Neil Shapiro, VP of Programmatic at OUTFRONT, added that the collaboration “strengthens and expands” their digital network’s capabilities, making it easier for global brands to plan and activate high-impact campaigns across the US.
Key Benefits of the Partnership:
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Hyper-Contextual Targeting: Brands can now follow consumer journeys from the morning commute on the subway to evening leisure time near urban panels.
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Operational Efficiency: Streamlined programmatic buying via VIOOH’s tech stack reduces friction for international and domestic buyers.
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Data-Driven Results: Enhanced ability to optimize budgets and creative delivery based on real-world movement patterns.
About the Players
VIOOH Launched in 2018 and headquartered in London, VIOOH is a tech-first SSP connecting advertising buyers and sellers in a premium marketplace. Currently trading in 37 markets and partnered with over 50 DSPs, VIOOH is at the forefront of the programmatic OOH revolution.
OUTFRONT Media OUTFRONT is a leader in US OOH media, specializing in turning public spaces into platforms for creativity and cultural relevance. With a vast network of billboards, transit displays, and digital assets, they help brands connect with audiences in the moments that matter most.
