VIOOH Adds TuMedio's Iberian DOOH Network to Programmatic Platform
2026-11-13 · via DailyDOOH
VIOOH, a supply-side platform for digital out of home, has struck a partnership with Spanish outdoor advertising company TuMedio that puts TuMedio's screen network up for programmatic buying across Spain and Portugal. For media buyers running DOOH campaigns in Iberia, this means another chunk of premium inventory becomes accessible through a single programmatic connection rather than direct deals with a local operator.
According to the companies, the deal brings more than 500 digital screens into VIOOH's platform, generating 320 million monthly impressions. TuMedio's network is not limited to classic roadside billboards. It spans large-format and "spectacular" screens, fuel stations, parking garages, outdoor billboards and airports, including Madrid-Barajas. The companies say the network covers more than 75 cities, with strategic placements in Madrid, Barcelona, Valencia, Malaga, Seville, Alicante, Córdoba, Lisbon and Porto.
Gavin Wilson, VIOOH's global chief commercial officer, said the partnership connects buyers with "high-quality, flexible inventory in the growing European out-of-home market" and called TuMedio's locations valuable advertising environments that put brands "at the centre of everyday life." TuMedio founder Ignacio Carrascal said integrating with VIOOH gives the network visibility among international media buyers and opens its multi-environment inventory to programmatic trading.
What this adds for buyers
The pitch here is standard for SSP expansion news: programmatic access is framed as delivering flexibility, precision targeting and efficiency compared with buying TuMedio inventory directly. The release does not specify pricing, minimum spend, or which demand-side platforms will be able to transact against this inventory, so operators and buyers evaluating this will need to confirm those details separately.
For screen operators and network owners watching the consolidation of DOOH supply, this is another example of a regional out-of-home company plugging into a global SSP rather than building or maintaining its own programmatic sales infrastructure. VIOOH has been expanding its roster of regional partners, and this Iberian deal follows the pattern of its other recent tie-ups covered elsewhere, including a reported partnership with GSTV in the UK.
What is notably absent from the announcement is any detail on screen types, resolution, or the technology stack running TuMedio's network, along with any timeline for when the inventory goes live on VIOOH's platform or whether the 320 million monthly impressions figure is independently verified or self-reported. Buyers wanting specifics on measurement methodology or audience data behind that number will need to ask TuMedio or VIOOH directly.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
VIOOH Partners w/ TuMedio in Spain & Portugal
Last month VIOOH, the leading premium global digital out of home (DOOH) supply-side platform, announced a strategic partnership with TuMedio, a leading outdoor advertising company, expanding programmatic access to premium DOOH inventory across Spain and Portugal.
Gavin Wilson , Global Chief Commercial Officer at VIOOH told us “This partnership with TuMedio is an important addition to VIOOH’s offering in Spain and Portugal, connecting media buyers with high-quality, flexible inventory in the growing European out-of-home market. TuMedio’s network puts brands right at the centre of everyday life, from major cities to high-traffic locations, with a raft of valuable advertising environments.”
The partnership delivers access to more than 500 digital screens, generating 320 million monthly impressions. TuMedio’s network spans a diverse range of environments, including large formats and spectacular screens, fuelling stations, parking garages, outdoor billboards, airports, with a presence in more than 75 cities across the region.
TuMedio has strategic placements in major cities and high-traffic locations including Madrid, Barcelona, Valencia, Malaga, Seville, Alicante, Córdoba, Lisbon and Porto, as well as Madrid-Barajas Airport, giving advertisers the ability to connect with consumers nationally at scale.
“Integrating with VIOOH’s global supply-side platform gives our network unique visibility among international media buyers looking to reach audiences in Spain and Portugal,” said Ignacio Carrascal , Founder at TuMedio. “This partnership opens up our multi-environment inventory to programmatic buyers, enabling brands to connect with unique audiences across multiple touchpoints throughout the customer journey across the Iberian market.”
Through programmatic buying via VIOOH’s supply-side platform, advertisers gain enhanced flexibility, precision targeting and improved efficiency, ensuring maximum impact and measurable results across TuMedio’s network in Spain and Portugal.
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