AdXact, the demand-side platform run by Colorado-based AdXcelerant, today switched on an integration with VIOOH, the London-headquartered digital out-of-home supply-side platform majority-owned by JCDecaux, giving advertisers buying through AdXact programmatic access to screens sold through VIOOH in the US, EMEA, Latin America and airports worldwide. The two companies disclosed no financial terms, screen counts, impression volumes, pricing or deal types.

In Short

A company that sells software for buying ads on screens, TV and audio has connected to a large marketplace that sells ad space on digital billboards and other outdoor screens. Advertisers using that software can now buy those outdoor screens in the same place they buy their other ads, and the screen owners get one more pool of buyers. The announcement does not say how many screens are involved, what it costs or which countries are covered beyond broad regions, so the size of the change is not yet known.

What the companies announced

The announcement was dated October 15, 2026, from Littleton. According to AdXact, the integration "is live and available now." AdXact describes itself as a division of AdXcelerant and as a programmatic advertising platform working across digital out-of-home (DOOH), connected TV and audio. VIOOH describes itself as a premium global digital out-of-home SSP, launched in 2018 and headquartered in London.

The mechanics, as described by the two companies, are simple. Buyers on AdXact's demand-side platform can now reach inventory that VIOOH's media owners make available for programmatic trading. In the other direction, VIOOH gains another source of bids for those media owners. According to AdXact, the deal "marks a significant expansion of the inventory available through AdXact's DSP," though the release gives no figure that would allow that expansion to be measured.

Key markets for the partnership, according to the companies, are the US, EMEA, LATAM "and global airports." That is a list of regions, not of countries. The release does not say which European, Middle Eastern, African or Latin American markets are included, nor which airports.

Dan Ryan, chief executive of AdXact, framed the integration as part of a broader plan. "This partnership represents another exciting step in our vision for making premium digital out-of-home more accessible, flexible, and connected to the broader advertising ecosystem," Ryan said. "By integrating VIOOH's premium inventory into our DSP, we're giving advertisers more opportunities to reach audiences in meaningful moments, while opening new pathways for demand to reach VIOOH's media owners."

Frances McCann, director of DSP partnerships, global at VIOOH, put the emphasis on the sell side. "This integration opens a valuable new channel of demand for our media owners, while giving AdXact's buyers simple, programmatic access to high-traffic screens that reach audiences on the go," McCann said. "Together, we're making DOOH easier to plan, buy and include alongside the rest of a campaign, and helping more advertisers unlock the impact of the channel."

The companies also argue that programmatic DOOH can run alone or as part of a multichannel campaign, and that buying it programmatically allows campaigns to be adjusted quickly with more transparency. Those are the vendors' characterizations of the channel, not findings.

What the announcement leaves out

For a partnership of this kind, the omissions are as informative as the claims. The release does not state:

  • how many VIOOH screens, or how many media owners, are reachable through AdXact;
  • monthly impression volumes for the connected inventory;
  • which countries within EMEA and Latin America are covered, or which airports;
  • whether buyers can transact through open auction, private marketplace deals, programmatic guaranteed, or all three;
  • fees, take rates or any change to pricing for media owners or advertisers;
  • how impressions on screens are counted or verified, a recurring question for outdoor media bought through software;
  • how many advertisers or agencies use AdXact, or what share of its spend already goes to DOOH;
  • whether media owners on VIOOH opt in to the new buyer individually or whether their inventory is exposed by default.

None of this is unusual for a DSP-to-SSP integration announcement. It does mean the commercial weight of the deal cannot be assessed from the companies' own disclosure.

Who AdXact is

AdXact is the smaller of the two names. The release locates AdXact only in "Littleton"; an August 2023 announcement reported by Digital Signage Pulse placed AdXcelerant in Littleton, Colorado, and said it had launched both a DOOH DSP and an SSP, with inventory in venues such as grocery stores, bars, restaurants, convenience stores and ATMs. In January 2025, AdXact signed a partnership with Lemma, an omnichannel platform for emerging media, focused on CTV and programmatic DOOH; according to that announcement, AdXcelerant reported access to "hundreds of thousands" of DOOH screens.

Today's release repeats that AdXact works through "direct integrations" and an "expansive network of premium DOOH inventory," without numbers. AdXact's positioning across DOOH, CTV and audio places it closer to an omnichannel DSP than to a pure outdoor specialist, though it is far smaller than the general-purpose platforms that dominate web and video buying.

VIOOH's year of supply deals

On VIOOH's side, the AdXact deal adds demand to a supply base that has grown quickly through 2026. Almost every VIOOH announcement PPC Land has covered this year has been a supply-side deal: a media owner putting screens into VIOOH's supply-side platform.

In January, VIOOH signed Dolphin OOH, adding more than 5,000 screens in US malls, transit stations, grocery stores and pharmacies. OUTFRONT followed on March 9 with more than 7,600 screens and 18 billion monthly impressions, roughly a quarter of US DOOH, according to figures cited when VIOOH reported its Seller Agent results. In April, Firefly put more than 60,000 moving screens on car tops and rideshare vehicles into the platform, with over 13 billion monthly impressions.

The pace continued through spring and summer. VENDO Media brought Canadian roadside billboards in May, though only 33 of its more than 550 digital billboards were enabled for programmatic buying at launch. On June 9, i-media opened more than 1,000 screens at UK motorway service areas to automated buying. In July, Grupo IMU added more than 400 screens across six Mexican cities plus Mexico City International Airport. On August 25, the Screenverse deal added more than 38,000 US screens and 7.7 billion monthly impressions. In late September, TuMedio brought more than 500 screens in Spain and Portugal.

The market count moved

One number in VIOOH's boilerplate has changed sharply this year. In January, VIOOH said it traded programmatically in 35 markets. Through April, June and July, it gave 37. By the Screenverse announcement in late August, the figure was 46, the number repeated in today's release. VIOOH has not explained in any of the announcements PPC Land has reviewed which nine markets were added between July and August, or whether the change reflects new launches or a different way of counting.

The DSP count, by contrast, has not moved. VIOOH has described itself as working with "more than 50" demand-side platforms in every announcement this year, and today's release says "+50 DSPs globally, with more to follow." Whether AdXact takes the total past a new threshold, or is one of a number of additions absorbed into an unchanged round figure, the release does not say.

Airports

The reference to "global airports" as a key market has some basis in VIOOH's earlier deals. In July 2024, VIOOH partnered with Intersection, a network that then covered 90 US airports across 13 designated market areas and more than 6,500 digital displays. The Grupo IMU deal this year included Mexico City International Airport. The release does not say which airport inventory AdXact buyers can reach, or whether any is subject to restrictions applied by airport authorities.

VIOOH was created by JCDecaux. When JCDecaux launched VIOOH in the UK and the US in 2018, the outdoor group held 93.5% of its capital, with data specialist Veltys holding the remaining 6.5%. The relationship matters because JCDecaux's own figures give one of the few public readings of how fast programmatic outdoor is growing. In its first-half 2026 results, JCDecaux reported programmatic revenue up 30.9% organically to EUR 102.8 million, or 12.3% of its digital sales. That is the scale of business into which more DSP connections feed.

Where the demand comes from

How programmatic outdoor is bought helps explain why an SSP adds smaller DSPs at all. When the World Out of Home Organization published its first global study of the channel, it found that programmatic DOOH reached $1.339 billion in 2025, just 7% of digital out-of-home. Around three quarters of that spend went through private marketplace deals, and OOH-specialist DSPs handled 65.5% of programmatic spend, against 34.5% for omnichannel platforms.

The WOO data counts VIOOH itself among the "OOH-specialist DSPs," alongside Broadsign, DAX, Vistar Media and Hivestack by Perion, even though VIOOH is primarily a sell-side platform. That overlap makes clean lines between buying and selling platforms hard to draw in outdoor. It also suggests that the large majority of programmatic outdoor money still flows through tools built for the channel rather than through the platforms advertisers use for everything else.

Buyer surveys point the other way. VIOOH's own 2026 State of the Nation research, based on 1,050 advertisers and agencies, found that 89% had planned programmatic DOOH as part of wider digital programmatic activity, up from 37% in 2023, and that digital and programmatic teams were the most common route to buying it, cited by 88%. The same survey projected that programmatic DOOH would appear in 48% of campaigns over the following 18 months, with buyers expecting a 44% average rise in investment. Those are intentions, from research commissioned by an SSP with an interest in the result. Still, they explain the argument both companies make today: that outdoor screens sell better when they sit inside the same platform as the rest of a campaign.

Other platforms have pursued the same logic. In December 2025, Place Exchange made Programmatic Guaranteed DOOH available in DV360, and Adform agreed to buy Splicky, Goldbach Group's ad tech division, to add DOOH to its omnichannel DSP. In August 2026, DeepIntent added Vistar Media's screens, including point-of-care displays, to its healthcare DSP, an announcement that, like today's, omitted screen counts and financial terms. On the supply side, Broadsign's acquisition of Place Exchange in November 2025 brought its programmatically transactable network to 1.8 million screens.

Why this matters for marketers

For advertisers already using AdXact, the change is practical: inventory from a large outdoor SSP is now available in the platform where they plan their CTV and audio buys. For everyone else, the deal is a small data point in a bigger shift. Outdoor media owners are wiring their screens into as many buying platforms as they can, and buying platforms are adding outdoor supply to keep budgets inside their own interfaces.

What remains unclear is how much money moves through any single connection. VIOOH's disclosures about supply are detailed, with screen counts and monthly impressions for almost every media owner it signs. Its disclosures about demand partners, as today's release shows, are not. That asymmetry makes it hard for media owners to judge which DSP integrations bring incremental spend and which simply redistribute bids that would have arrived through another platform. With programmatic still at 7% of global DOOH spend in the WOO count, the larger question is not whether outdoor screens can be bought through software, but how many buyers choose to.

Timeline

Summary

Who: AdXact, the demand-side platform of AdXcelerant, and VIOOH, the London-based digital out-of-home supply-side platform majority-owned by JCDecaux. Dan Ryan, CEO of AdXact, and Frances McCann, director of DSP partnerships, global at VIOOH, are quoted.

What: A live integration giving AdXact's advertisers programmatic access to DOOH inventory sold through VIOOH, and giving VIOOH's media owners an additional source of demand. No screen counts, impression volumes, fees, deal types or financial terms were disclosed.

When: Announced and live on October 15, 2026.

Where: Key markets named are the US, EMEA, Latin America and airports worldwide. VIOOH says it trades programmatically in 46 markets, but the release does not say which of them are covered.

Why: Both companies argue that outdoor screens are easier to buy when they sit in the same platform as the rest of a campaign. VIOOH has spent 2026 adding supply at pace, and each new DSP connection is a route for spend to reach that supply, in a market where programmatic accounts for 7% of global DOOH revenue.