Pranos Eyes Programmatic Ads for Car Window Hologram Displays
2026-10-06 · via Digital Signage Today
Pranos, the company behind the HoloGlass car window projection system, is building toward a programmatic advertising model for its displays, according to a report from AV Magazine. The company intends to develop an API and media control system that would let its rear-projection screens carry digital out-of-home ad campaigns, opening up vehicle windows as a new DOOH surface.
HoloGlass works by inserting a detachable, vehicle-shaped rear-projection screen into a car's rear-side or back window, paired with a projection system. Pranos launched the consumer version of the product in the summer of 2024, selling it as a personal display rather than an ad platform.
Pranos founder and CEO David Astoria told AV Magazine that programmatic ad delivery "is not the current consumer product model, but it is a direction we are building toward." That is a notable shift in framing, from a novelty consumer display to a mobile ad inventory play that would put Pranos in competition with the growing field of rideshare and vehicle-based DOOH networks already running tablets and screens inside cars and rideshare vehicles.
What is missing from the announcement
The report does not say when the API or media control system would be ready, what the business model would look like for drivers or fleet operators, or whether Pranos has lined up any CMS, ad network, or measurement partners to actually traffic campaigns. There is also no detail on pricing, hardware durability for outdoor and daily driving conditions, or how impressions would be verified, all of which matter for anyone trying to sell this inventory to brands or agencies.
Why it matters for the industry
For operators and media owners already working in DOOH, a programmatic car window product would add a mobile, highly visible format to the mix, but one with unresolved questions around measurement, regulation, and driver distraction that static retail and transit screens do not face in the same way. If Pranos can show verified impressions and a workable ad-serving pipeline, it would be entering a market where mobile and vehicle-top advertising has struggled to prove consistent audience data compared to fixed indoor and outdoor placements.
For now, this is a stated direction rather than a shipping product. Anyone evaluating HoloGlass as a future ad channel will want to see the actual API, a pilot campaign, and real measurement data before treating car windows as a serious new line item in a DOOH media plan.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
The car window could be the next frontier for digital out-of-home ad campaigns using hologram technology.
Pranos, a car window display company, intends to build an API and media control system that would allows its HoloGlass projection system to deliver programmatic DOOH, according to a AV Magazine report .
"That is not the current consumer product model, but it is a direction we are building toward," Pranos Founder and CEO David Astoria told the news outlet.
A Pranos kit features a projection system with a detachable rear-projection screen insert shaped to match the shape of a vehicle. The removable screen insert slides into the rear-side or back window and is removable.
Pranos launched the consumer version of HoloGlass in the summer of 2024.
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