Broadsign, a digital out-of-home (DOOH) marketing platform for media owners, has announced a new partnership with Place Exchange, a programmatic exchange for out-of-home and place-based media. The combination will allow digital buyers to easily add DOOH inventory programmatically to existing digital media buys.

“Broadsign has led the charge in digital out of home for many years, and has access to an incredibly robust global inventory of signage in some of the most highly trafficked locations in the world. We’re excited about the possibilities this integration brings to our vast network of digital media buyers,” said Dave Etherington, chief commercial officer, Place Exchange.

The partnership will make it possible for DOOH media owners and advertisers to use a single set of digital creative assets, which can be implemented into digital, mobile and DOOH destinations. Lightbox OOH Video Network has already began using the combined platforms to access previously unavailable digital campaigns for consumer brands.

“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,” said Peter Krieger, president and chief operating officer, Lightbox.

“Place Exchange has taken a novel approach to adapting the programmatic digital workflow to DOOH and we are excited to partner with them to grow the programmatic DOOH market. This integration will allow digital buyers to easily extend their campaigns onto thousands of DOOH screens across the Reach network and media owners to access thousands of digital buyers around the world.” said Adam Green, SVP and general manager, Broadsign Reach.