GSTV Adds Shinka Mediation Layer for Programmatic Ad Sales
2026-08-18 · via Digital Signage Today
GSTV, the video network that runs screens at gas pumps and convenience stores nationally, has named Shinka as its mediation partner for programmatic advertising, according to a press release. The move gives GSTV a single integration point to connect with multiple supply-side and demand-side platforms rather than negotiating separate connections with each.
For operators watching how ad-supported DOOH networks are consolidating their programmatic infrastructure, this is a supply-chain move rather than a product launch. Shinka describes itself as a global mediation layer that is agnostic to demand sources. According to the release, its platform runs auctions outside traditional ad servers and gives media owners real-time, bid-level transparency into how their inventory is being bought.
What the deal covers
The press release names several DSPs and SSPs GSTV will gain connectivity to through Shinka, including Equativ, Madhive, Magnite, Nexxen and OOH Connect. GSTV says this expanded connectivity is meant to maximize programmatic yield across its national footprint. The release frames the partnership as giving GSTV a neutral integration layer while it retains full control over its own monetization strategy, meaning pricing and inventory decisions stay with GSTV rather than being dictated by any single ad exchange.
Eric Kozik, GSTV's interim president and CEO, is quoted in the release calling the choice of Shinka "a foundational step in how we scale our programmatic business." He frames the deal around three things GSTV says its partners want: value, efficiency and measurable results.
Why this matters for the industry
Mediation layers like Shinka's are becoming a common piece of infrastructure in DOOH as networks try to plug into more programmatic buyers without building custom integrations for each one. For a network like GSTV, which sells inventory at fuel pumps to brand and agency buyers, more SSP and DSP connectivity can mean more competitive bidding on the same inventory, which in theory raises yield.
The announcement does not disclose financial terms, a timeline for rollout, or which specific screens or markets are affected. It also does not say whether GSTV is dropping any existing mediation or ad-serving relationships as part of this switch, or how buyers will notice a difference in how they transact with GSTV's inventory.
For programmatic buyers and agencies already active in DOOH, the practical change is likely simplified access to GSTV inventory through platforms they already use, assuming those platforms are among the ones named. For competing on-the-go and forecourt networks, the deal is another sign that programmatic plumbing, not just screen count, is becoming a competitive factor in how DOOH networks pitch themselves to advertisers.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
GSTV, a national on-the-go video network, has selected Shinka, a global mediation layer that is agnostic to demand sources, as its mediation partner.
The partnership gives GSTV more connectivity to omnichannel supply-side platforms and demand-side platforms, such as Equativ, Madhive, Magnite, Nexxen and OOH Connect, enabling the network to maximize programmatic yield across its national footprint, according to a press release.
Shinka's platform conducts auctions outside traditional ad servers and delivers real-time, bid-level transparency to media owners. By adopting Shinka's mediation layer, GSTV gains a single, neutral point of integration to connect with leading SSPs and DSPs across channels - while retaining full control over its monetization strategy.
"GSTV is built on delivering value, efficiency, and measurable results for our brand, agency and retail partners. Choosing Shinka as our mediation layer gives us agnostic connectivity to the omnichannel SSPs and DSPs that matter with the transparency and control today's programmatic market demands. It's a foundational step in how we scale our programmatic business," Eric Kozik, interim president and CEO of GSTV, said in the release.
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