Place Exchange partners with Bauer Media Outdoor to expand its programmatic offering in Europe

The integration gives programmatic buyers direct access to Bauer Media Outdoor’s array of premium digital Out of Home media in Europe’s largest markets, starting with the UK.

Place Exchange, the leading supply-side platform (SSP) for programmatic Out of Home (OOH) media, today announced a new partnership with CBauer Media Outdoor, which will enable direct programmatic buying of the media leader’s expansive digital OOH (DOOH) inventory that spans the United Kingdom, Belgium, France, Finland, Norway, Netherlands, Spain, Sweden, and Poland via integration with Bauer Media Outdoor LaunchPAD.

Bauer Media Outdoor LaunchPAD is a pan-European advertising platform offering programmatic, automated, and direct buying channels through supply-side platform (SSP) partners like Place Exchange. Bauer Media Outdoor's commitment to programmatic expansion is evident with its deployment of programmatic DOOH solutions in multiple markets, including the UK, France, Spain, and the Netherlands. LaunchPAD can deliver over 2 billion programmatic impressions monthly.

Through Place Exchange, advertisers will seamlessly be able to discover and buy nearly 13,000 Bauer Media Outdoor DOOH screens across multiple environments, including roadside, supermarkets, malls, and transit, alongside other programmatic channels like online digital, mobile, and CTV - all within their preferred demand-side platforms (DSPs). The UK will be the first market to come online via the LaunchPAD integration.

According to Statista, the spending on DOOH advertising in Europe is expected to increase by 7.27% annually from 2023 to 2027, resulting in a market worth US$4.29 billion by 2027. This remarkable growth is due to the unique ability of DOOH advertising to provide highly relevant and impactful messaging with flexibility and precision across various high-traffic real-world environments. Additionally, the advancements in measurement techniques enable advertisers to accurately measure the effectiveness of their DOOH campaigns. 

“We are thrilled to deepen our existing partnership with Bauer Media Outdoor and further expand our programmatic offering in Europe, making buying programmatic DOOH an even more seamless experience for advertisers,” said James Power, Commercial Director EMEA, Place Exchange. “Our direct integration with LaunchPAD now gives our demand partners an unprecedented level of programmatic flexibility and operational efficiencies when activating Bauer Media Outdoor inventory in Europe.” 

“This partnership is just one example of our continued efforts to provide tremendous growth opportunities for programmatic DOOH across Europe as we seek to help advertisers connect with audiences in the heart of Europe’s largest markets,” said Dom Dunne, Programmatic Commercial Lead at Bauer Media Outdoor Europe. “We look forward to building on our previous experience of working closely with Place Exchange in the US and Latin America. And through their partnerships with the world’s leading DSPs, we can continue to unlock more omnichannel marketing opportunities for advertisers across the continent.”