DSP Pladway integrates with Broadsign Reach, providing ‘Made in Italy’ brands global reach
By Rajiv Raghunath - May 19, 2021
By integrating the two platforms and supporting always-on deals through the OpenRTB protocol, digital advertisers will be able to exploit the full potential of DOOH programmatic, easily reaching a global audience with the right message at the right time.
Pladway, the programmatic advertising platform of Voilàp Holding, is integrating with Broadsign Reach SSP which marks a major step forward for the DSP’s global vision, giving brands and agencies access to a programmatic campaign planning solution that will now reach more than 80,000 premium screens globally.
By integrating the two platforms and supporting always-on deals through the OpenRTB protocol, digital advertisers can seize and exploit the full potential of digital out-of-home programmatic, easily reaching a global audience with the right message at the right time.
“With the impending death of the cookie, advertisers are looking for an alternative to third-party targeting, and DOOH is quickly proving a viable option, especially as the medium moves toward programmatic maturation. Teaming with DSPs like Pladway to integrate with Broadsign Reach helps improve media buyer accessibility to DOOH inventory, so that they can take advantage of the dynamic format to deliver contextually relevant campaigns,” shared Adam Green, SVP and GM, Broadsign Reach. “Pladway is a widely used and respected DSP in Italy, and we’re excited to see the integration come to fruition.”
With this agreement, Pladway aims to both benefit the business of the outdoor advertising industry and foster a more widespread culture of out-of-home programmatic: "The connection with Broadsign Reach's inventory expands opportunities for the ‘Made in Italy’ brands to reach audiences in the world's most iconic locations - from New York to Sydney, Australia - from Italy, increasing the exposure of brand messages," said Marco Orlandi, CEO, Pladway in conclusion, pointing out Pladway's desire to continue to support DOOH as the ideal channel for creating effective and high-impact advertising campaigns by leveraging the centrality of data and the value that it can bring to the revitalization of the global economic and social system.