Adrian J Cotterill, Editor-in-Chief
Place Exchange, the leading SSP for programmatic out-of-home media, has expanded its presence in major European markets, including the UK, France, Germany, Italy, Netherlands, Scandinavia, and Spain.
Marketers can now activate against more than 13,000 premium digital OOH screens, from new Place Exchange European partners including Global Netherlands, i-media, and Ocean Outdoor, in addition to existing leading European media owners such as ACMS, Alight Media, Atmosphere TV, Blue Billboard, City Outdoor, Executive Channel Network, IQOOH, Limited Space, London Lites, Mass Media, Pixology Outdoor, Smart Outdoor, TuMedio, Zoom Media, and more – directly within integrated global omnichannel and OOH DSPs.
Place Exchange’s European business is led by James Power, Commercial Director, EMEA, James was formerly Head of Outdoor Business Development at Global. Prior to Global, he led sales teams at some of the largest UK-based OOH companies.
James told us “Place Exchange’s omnichannel and data-driven approach will allow buyers and media owners to unlock the power of OOH in the European market as never before. In addition to the unique programmatic capabilities we offer buyers and sellers, our distinction as the only independent and agnostic SSP in the OOH space underscores our commitment to transparency by providing full visibility into the landscape of demand and supply for all our partners.”
Place Exchange’s expansive network provides seamless access to a diverse range of DOOH formats and venues including airports, billboards, grocery stores, gyms, malls, retail locations, street furniture, transit hubs, and more.
Europe represents a major market opportunity for programmatic OOH. Statista projects programmatic ad spend in Europe to reach $120.8 billion US dollars by 2026. Just as programmatic buying has dominated every category of digital advertising—eMarketer reports that over 94% of all digital advertising in the UK already transacts programmatically—the same programmatic transformation is set to take place in OOH as it did with online, mobile, social, CTV, and audio advertising. More than ever, OOH marketers are leaning into the programmatic benefits of greater flexibility, audience-based targeting, and full-funnel performance measurement.
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