Broadsign, an out-of-home (OOH) adtech provider, has acquired independent OOH supply-side platform Place Exchange. The move brings together two established technology stacks and is intended to expand Broadsign’s programmatic digital OOH capabilities while broadening access to international inventory for buyers. It is the company’s fourth acquisition in under seven years, bringing Broadsign’s team to around 370 employees and expanding its inventory to 1.8m screens.
The agreement includes Place Exchange’s SSP, PerView measurement solution, DSP integrations and international inventory footprint. According to Broadsign, publishers on its platform will gain access to additional demand sources, while Place Exchange partners will be able to reach a wider range of screens.
Crestline Investors contributed a minority investment and is taking a board seat as part of the deal.
Burr Smith, CEO, Broadsign, said: “Demand for OOH advertising continues to hold strong, but for the market to seize new growth opportunities, rapid evolution is key. The acquisition of Place Exchange will allow Broadsign to deliver what we believe will be a more comprehensive OOH advertising solution. With Place Exchange’s team and technology, and Crestline’s investment, we expect to advance our roadmap much faster.”
Place Exchange says its platform supports workflows for planning, targeting, delivery, reporting and attribution that mirror those used in digital advertising. Its capabilities include programmatic guaranteed buying, reach and frequency measurement, screen-level audience targeting, dynamic bidding triggers, geospatial tools for moving media, and analytics for cinema, audio, place-based video and retail media environments.
Ari Buchalter, CEO, Place Exchange, said: “More buyers and DSPs are leaning into OOH, which is driving new forms of innovation. Bringing Place Exchange and Broadsign together should allow us to accelerate work on automation and data, and evolve how the channel is bought, sold and measured.”
Will Palmer, partner and co-head of US credit, Crestline Investors, said: “Programmatic buying is becoming an increasingly important growth driver within DOOH. The broader expansion of ad-tech is creating new opportunities, and we’re pleased to support Broadsign and Place Exchange in this transaction.”
The transaction was supported by Solomon Partners as financial advisor to Broadsign, with LUMA Partners advising Place Exchange.
Mark Boidman, head of media and entertainment investment banking, Solomon Partners, said: “This deal brings Broadsign’s technology together with a leading SSP for OOH and in-store media. It represents a meaningful expansion of Broadsign’s position in the market.”
Terms of the agreement were not disclosed.
