Broadsign Partners with Place Exchange to Make Digital Ad Buying Easier

Montreal-based Broadsign International, a maker of automated digital software for the digital signage industry, announces a new partnership with New York City-based Place Exchange, a programmatic exchange platform for out-of-home and place-based media.

The companies say that through the partnership, digital out-of-home media owners and advertisers will be able to use a single platform to easily adapt marketing campaigns to a variety of digital, mobile and DOOH destinations.

Place Exchange was launched by New York-based Intersection, which provides digital displays to transportation hubs in cities across the country. Place Exchange’s patented technology offers agencies and advertisers the opportunity to fully unify buying and measurement of out-of-home media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising.

Lightbox OOH Video Network (formerly Adspace), which owns and operates 4,500 video screens with sound throughout premium retail centers, is one of the first media owners to leverage the integration between Place Exchange and Broadsign. The company has already benefited by tapping into previously unavailable digital campaigns for a number of consumer brands, it says.

“For Lightbox, the Place Exchange and Broadsign Reach integration further enables access to digital campaigns and incremental revenue streams. It makes it very easy for digital marketing teams to discover, and buy DOOH media alongside other channels,” says Peter Krieger, president and chief operating officer for Lightbox.