Brands and media buying agencies around the world can now easily plan and execute ad campaigns on Intersection’s premium DOOH inventory in top U.S. DMAs, courtesy of an expanded partnership between experience-driven OOH media and technology company Intersection and OOH ad technology developer Broadsign. The two OOH leaders have teamed up to onboard more than 5,500 Intersection displays to the Broadsign Reach programmatic DOOH (pDOOH) platform, marking Intersection’s first pDOOH activation with an external partner. 

With the Intersection network now available on more than 30 Broadsign-integrated DSPs, including Broadsign Ads, media buyers can target and reach populations with dynamic creative advertising and content in New York, Chicago, Philadelphia, and other top markets via Intersection’s LinkNYC, rail, transit, and other streetside displays.

The integration builds on a long standing relationship through which Intersection uses the Broadsign platform to manage and distribute advertising across its network, which delivers more than 3.5bn monthly gross impressions. Intersection’s expanded use of the full Broadsign platform unlocks new buyer capabilities such as programmatic guaranteed, preemptible campaigns, more flexible scheduling, and support for HTML5 content. It will also enable Intersection to take full advantage of Broadsign’s yield optimisation engine, of which it has been an early charter customer.  

“Our goal is to make our premium inventory even more widely available to marketers so they can reach their target audiences in major US cities,” said Sheri Ham, VP of Programmatic Partnerships & Sales, Intersection. “Our longstanding partnership with Broadsign is one of the many reasons we’re excited to add Reach to our SSP portfolio.”     

“Intersection is an industry innovator with prime inventory spanning some of America’s busiest street corners, so we’re honored to collaborate on their first external programmatic DOOH SSP activation,” shared John Dolan, VP and Global Head of Media Sales, Broadsign. “As the ad industry transitions to a cookieless world, the value of OOH is becoming clearer than ever to brands and agencies alike, and this activation makes it easier for media buyers to broaden the funnel and reach audiences with contextually relevant OOH ads.”