Broadsign is expanding it’s DooH ecosystem by acquiring Place Exchange, one of the leading independent SSP for programmatic DooH in North America. The transaction creates the most robust OoH advertising solution. Broadsign takes on Crestline as a Minority Investors.
DooH: Broadsign Acquires Place Exchange
The DooH SSP market – specialized ad-exchanges for the DooH industry – is hotly contented and quickly consolidating. Vistar Media was acquired by T-Mobile (Deutsche Telekom’s US subsidiary) while Perion acquired and integrated Hivestack. Today Broadsign announced the acquisition of Place Exchange, complementing the DooH pioneer’s DooH ad-stack. The recent transactions reflect the growing role of DooH for data-driven advertisers.
The Place Exchange acquisition – Broadsign’s fourth M&A transaction in seven years – creates the largest DooH platform provider have 370 employees and a network of programmatically transactable O0H inventory to 1.8 million screens. The terms of the deal were not disclosed, but Broadsign joined forces with Crestline Investors – a growth capital and bridge financing specialist – to finance that deal. Crestline will become a minority shareholder in Broadsign, only the second investor in Broadsign besides the family office of CEO Burr Smith.
With the acquisition, Place Exchange CEO Ari Buchalter and the Place Exchange team have also joined Broadsign.
The Deal Rationale
The combination of Broadsign’s content management system, ad serving, and buy- and sell-side capabilities with Place Exchange’s SSP and complementary solutions, is supposed to bolster Broadsign’s global pDooH offering and fast-track innovation across the entire ad tech portfolio. The inventory of Broadsign customers will be programmatically available to new demand sources while Place Exchange’s DSP partners and media buyers gain access to the international inventory on the Broadsign Platform.
Broadsign is acquiring the Place Exchange platform, including its network of mainly US-based inventory, deep demand-side platform integrations, and suite of innovative programmatic solutions, including the Perview OoH measurement solution. Place Exchange’s SSP supports DooH workflows for planning, targeting, delivery, reporting, and attribution that are similar to online, mobile, and other digital ad channels.
More Ad-Tech for Broadsign network operators
Place Exchange offers features such as advanced programmatic guaranteed capabilities, reach and frequency measurement, audience-based targeting on a per-screen level, dynamic bid triggers, geospatial targeting for moving media, advanced analytics and reporting, and more. Besides DooH Place Exchange has also developed solutions for on-screen cinema, programmatic audio, place-based video, and in-store retail media.
SSPs are supply-side platforms that help publishers and media owners sell their DooH inventory programmatically. It allows media owners to connect their DooH inventory to a global network of buyers, enabling them to maximize revenue by selling ad impressions to demand-side platforms (DSPs). This system automates the process of selling ad space in a similar way to how it’s done for websites, apps and other digital media.
