AdXcelerant's demand-side platform AdXact has integrated with VIOOH, the programmatic digital out-of-home supply-side platform, giving AdXact's advertiser clients direct access to VIOOH's inventory of screens. The integration is live now, according to the companies.

For media owners running their inventory through VIOOH, the deal means another source of programmatic demand without any new setup on their end. For buyers using AdXact, it means DOOH can now be planned, bought and optimized inside the same platform they already use for other digital channels, rather than requiring a separate workflow for out-of-home.

The companies say key markets for the partnership include the US, EMEA, LATAM and global airports. That airport mention is notable: airport DOOH is one of the more heavily programmatic corners of the industry already, and VIOOH has built out significant airport supply relationships, so this is likely where early volume shows up.

Neither company's statements in the announcement specify deal terms, revenue share, or which specific media owners' screens are included beyond VIOOH's existing roster. The release also does not name which SSPs or DSPs AdXact already connects to, so it is hard to say from this announcement alone how much new reach this actually adds versus overlapping with integrations AdXact may already have.

Context for operators

This is a plumbing announcement rather than a product launch: no new screens, no new measurement tool, no new ad format. It is one more DSP-SSP handshake in a programmatic DOOH market that has been consolidating these connections for several years, following a pattern set by larger players like Vistar Media, Place Exchange and others building out similar SSP partnerships.

For venue operators and media owners already working with VIOOH, the practical effect should be more potential buyers bidding on existing inventory, assuming AdXact's advertiser base is active in DOOH. For operators not yet on VIOOH, this announcement does not change their programmatic access directly, but it is another data point showing that advertisers increasingly expect to buy DOOH through the same programmatic pipes they use for other media, which raises the bar for any venue network still relying only on direct-sold deals.

The announcement frames the deal as part of a broader push to make programmatic DOOH "more accessible," a claim both companies make but do not back with numbers such as expected spend, inventory volume, or advertiser counts. As with most SSP-DSP integration news, the real test will be whether it shows up in media owners' fill rates and CPMs over the coming months, something this release does not address.

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The announcement in full

Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.

AdXact, AdXcelerant’s demand-side platform (DSP), this week announced a partnership with VIOOH, the leading global premium digital out-of-home (DOOH) supply-side platform (SSP). The integration gives AdXact advertisers programmatic access to VIOOH’s DOOH inventory, while bringing additional demand to VIOOH and its media owners.

Dan Ryan , CEO of AdXact told us “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. 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.”

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. By accessing VIOOH inventory through AdXact, advertisers can manage DOOH within the same platform they use for their other campaigns, making it simpler to make strategic decisions and optimize performance.

“We’re delighted to partner with AdXact and bring VIOOH’s premium digital out-of-home inventory to its advertisers,” said Frances McCann , Director of DSP Partnerships, Global at VIOOH. “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.”

For VIOOH, the connection creates a new channel for advertiser demand, bringing its inventory to AdXact’s buyers and expanding opportunities for its media owners. Key markets for the partnership include the US, EMEA, LATAM and global airports.

The integration is live and available now.

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