Broadsign Takes Decisive Step into Programmatic OOH with Purchase of Place Exchange

The Outdoor Advertising Technology Provider (OOH) Broadsign acquires Place Exchange, an independent outdoor advertising platform (OOH), with a minority investment from Crestline Investors.

By combining the content management system, Broadsign's ad serving and buying and selling capabilities with SSP and complementary Place Exchange solutions, the acquisition will strengthen the global offering of OOH programmatic digital advertising from Broadsign and accelerate innovation across its entire OOH ad tech portfolio. Broadsign publishers will be able to access new sources of demand, while Place Exchange DSP partners and media buyers will gain access to a international inventory and the platform Broadden.

Burr Smith, CEO of Broadsign, points out that “demand for outdoor advertising remains strong, but for the outdoor advertising market to take advantage of new growth opportunities, rapid evolution is essential. The acquisition of Place Exchange will allow Broadsign to offer the most complete outdoor advertising solution on the market. We see the future of outdoor advertising as smarter, more efficient, dynamic and measurable. With the team and technology of Place Exchange, and the Crestline investment, Broadsign will make that vision a reality much faster”.

With this operation, Broadsign adquiere la plataforma Place Exchange, including its extensive inventory network in the United States and abroad, its deep demand-side platform integrations and suite of innovative programmatic solutions, including the PerView OOH measurement solution. Place Exchange SSP Platform Supports Planning Workflows, segmentation, delivery, reporting and attribution that are similar to online advertising channels, mobile and other digital channels.

Place Exchange also offers powerful features, as advanced programmatic capabilities guaranteed, range and frequency measurement, audience-based targeting at the screen level, dynamic bidding triggers, geospatial segmentation for moving media, advanced analysis and reporting, and much more. Place Exchange has also developed pioneering solutions for on-screen cinema, programmatic audio, Location-based video and in-store retail media, expanding the reach of digital outdoor advertising (DOOH) across the digital media ecosystem.

Combination of Place Exchange and Broadsign

With the acquisition, the CEO of Place Exchange, Ari Buchalter, and the Place Exchange team have also joined Broadsign. “Outdoor advertising is experiencing an important moment, with more buyers and DSPs of all types and sizes leaning this way, which is giving rise to a new era of innovation. The combination of Place Exchange and Broadsign comes at the perfect time, as it offers the most complete outdoor advertising solution created by the industry's leading platforms to meet this demand”, highlights Buchalter. “Together with Broadsign, we will be able to accelerate the advancement of outdoor advertising workflows, focusing on automation and data, to reimagine how you shop, the channel is sold and measured to improve it”.

Will Palmer, partner at Crestline and who will also join the board of directors of Broadsign, states that “Programmatic purchasing has become one of the most powerful growth engines within DOOH, providing greater automation, measurability and demand to the channel. Broader Ad Tech Market Expansion Is Creating Significant New Opportunities, and we are delighted to support Broadsign and Place Exchange in this transaction”.

Announcement closes a year of notable development for Broadsign, which included the introduction of Automated, advance OOH purchasing and the first AI assistant for creative OOH categorization, as well as a partnership to advance carbon measurement for DOOH. This acquisition, Broadsign's fourth in less than seven years, expands Broadsign team to 370 employees around the world and your programmable OOH inventory network 1,8 millions of screens. Terms of the deal have not been disclosed.. Solomon Partners has acted as financial advisor to Broadsign in this transaction, while LUMA Partners has acted as financial advisor to Place Exchange.

Mark Boidman, head of media and entertainment investment banking at Solomon Partners, review “This transaction makes Broadsign the number one global provider of technology solutions for the out-of-home media sector., by adding the leading SSP for out-of-home and in-store media”.