AdXact and Viooh Link Platforms for Programmatic DOOH Buying
2026-10-23 · via Digital Signage Today
AdXact, the demand-side platform owned by AdXcelerant, has connected its system to Viooh, a digital out-of-home supply-side platform, according to a press release. The integration gives advertisers buying through AdXact programmatic access to Viooh's screen inventory, while giving Viooh's media owners another source of demand.
For screen operators and media owners already working with Viooh, the deal means a new buying channel without having to set up a separate integration themselves. For agencies and advertisers using AdXact, it means one more supply source added to the platform's inventory pool, which the release describes as a significant expansion.
The companies named the U.S., EMEA, LATAM and global airports as key markets for the partnership. The release does not specify which media owners or screen networks are included in Viooh's inventory within those markets, nor does it give a timeline for when the integration goes live or any volume figures.
What programmatic access actually changes
Programmatic DOOH lets advertisers buy screen time through automated bidding and targeting rather than negotiating directly with media owners or networks. AdXact and Viooh say the connection is meant to make that process simpler and more accessible, allowing DOOH to be bought as a standalone campaign or folded into a broader multichannel media buy alongside digital, social or other formats.
Dan Ryan, CEO of AdXact, said in the release that the partnership gives advertisers more opportunities to reach audiences in meaningful moments and opens new pathways for demand to reach Viooh's media owners. Frances McCann, director of DSP partnerships, global at Viooh, said the integration gives AdXact's buyers simple, programmatic access to high-traffic screens and makes DOOH easier to plan, buy and include alongside other channels.
This kind of DSP-SSP linkup is common in the programmatic DOOH space, where supply-side platforms like Viooh work with multiple demand-side partners to widen the pool of advertisers who can bid on their inventory. For operators and media owners connected to Viooh, the practical effect depends on how much incremental demand AdXact brings and how competitive that demand is against existing buyers on the platform. The release does not disclose minimum spend levels, revenue share terms, or which specific screen networks or venues will be accessible through the new connection.
As programmatic DOOH continues to grow as a share of overall out-of-home spending, partnerships like this one are a sign that platforms are prioritizing interoperability over building closed ecosystems, a trend that benefits media owners who want access to as many demand sources as possible.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
AdXact, AdXcelerant's demand-side platform, is partnering with Viooh, a digital out-of-home supply-side platform, to give AdXact advertisers programmatic access to Viooh's DOOH inventory, while bringing additional demand to Viooh and its media owners.
The partnership, which aims to make programmatic DOOH more accessible to media agencies and advertisers, marks a significant expansion of the inventory available through AdXact's DSP, according to a press release.
For Viooh, the connection creates a new channel for advertiser demand. Key markets for the partnership include the U.S., EMEA, LATAM and global airports.
"This partnership represents another exciting step in our vision for making premium digital out-of-home more accessible, flexible, and connected to the broader advertising ecosystem," Dan Ryan, CEO of AdXact, said in the release. "By integrating Viooh's premium inventory into our DSP, we're giving advertisers more opportunities to reach audiences in meaningful moments, while opening new pathways for demand to reach Viooh's media owners. We see tremendous potential in what we can build together as programmatic DOOH continues to evolve."
Programmatic DOOH can be used as a standalone solution or as part of a wider multichannel campaign.
"We're delighted to partner with AdXact and bring Viooh's premium digital out-of-home inventory to its advertisers," Frances McCann, director of DSP partnerships, global at Viooh, said in the release. "This integration opens a valuable new channel of demand for our media owners, while giving AdXact's buyers simple, programmatic access to high-traffic screens that reach audiences on the go. Together, we're making DOOH easier to plan, buy and include alongside the rest of a campaign, and helping more advertisers unlock the impact of the channel."
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