Firefly today announced an integration with VIOOH, adding its network of more than 60,000 moving screens to the supply-side platform's global programmatic marketplace. The deal, announced on April 23, 2026 from New York, creates a new buying pathway through which advertisers can activate Firefly's car top and rideshare vehicle inventory via major demand-side platforms (DSPs) - using the same automated workflows already applied to stationary digital out-of-home (DOOH) formats.

The practical implication is straightforward: a media buyer already running programmatic DOOH campaigns through VIOOH's platform can now layer in Firefly's mobility-based inventory without establishing a separate direct relationship with Firefly's sales team. Campaigns that follow audiences through fixed urban locations - bus shelters, transit hubs, roadside billboards - can now extend into moving media that travels alongside those same audiences through city streets.

What the integration covers

According to the announcement, Firefly's network encompasses more than 60,000 screens across all major US markets and operations in 7 countries. The company describes its footprint as delivering over 13 billion impressions each month, generated through car top displays and branded wraps on taxi and rideshare vehicles. Firefly is headquartered in New York City, with offices in Los Angeles, Chicago, Las Vegas, London, and Istanbul.

The integration connects that inventory to VIOOH's global platform, which according to VIOOH currently trades programmatically in 37 markets and maintains partnerships with more than 50 DSPs globally. Buyers can access Firefly's screens through whichever demand-side platform they already use for broader programmatic buying - the connection runs through VIOOH's infrastructure rather than requiring any additional technology setup on the buyer's side.

The integration supports all programmatic buying methods, according to the announcement, offering flexibility for both brand and performance-driven campaigns. That means advertisers can choose between open auction, private marketplace deals, or other transactional structures that VIOOH's platform supports - without being restricted to a single buying model.

The problem this addresses

Programmatic DOOH has grown substantially over the past several years, but the category's infrastructure has been built primarily around stationary formats. A digital billboard, a bus shelter screen, a shopping mall panel - these formats fit neatly into standard programmatic frameworks because their location is fixed, their audience data is predictable, and their ad delivery is straightforward to verify. Moving media presents a different technical situation entirely.

A screen mounted on a taxi roof moves continuously through city streets. Its location at any given moment is dynamic. The audiences it reaches shift depending on the route, the time of day, and the urban environment through which the vehicle passes. Building programmatic buying infrastructure around those variables is more technically demanding than creating the same infrastructure for a screen anchored to a wall.

According to the announcement, this integration further simplifies that process, making mobility-based inventory easier to access and activate alongside traditional DOOH. The framing from both companies positions the Firefly-VIOOH connection as an extension of existing programmatic logic rather than a fundamentally new category - mobile inventory treated with the same buying mechanics as any other format in the ecosystem.

Altug Simsek, Chief Business and Strategy Officer at Firefly, described the ambition in broader terms: "This integration is about making moving media as intuitive to plan and activate as any other format in the programmatic ecosystem. At Firefly, we've built the largest and most scaled mobility-based out-of-home network, and we're focused on bringing mobility into the core of how modern campaigns are planned and executed. By connecting Firefly's network to VIOOH's global platform, we're creating an additional buying pathway for advertisers to incorporate mobility-based inventory alongside other OOH formats, unlocking greater reach, stronger frequency, and more effective campaign performance through continuous, citywide coverage."

Gavin Wilson, Global Chief Commercial Officer at VIOOH, addressed the buyer experience directly: "Our integration with Firefly brings moving media inventory into the programmatic ecosystem in a way that is seamless and straightforward for buyers to activate. Through programmatic buying via VIOOH's supply-side platform, advertisers gain enhanced flexibility, precision targeting and improved efficiency, ensuring maximum impact and measurable results. With Firefly's 60,000 screen network, advertisers can now reach audiences throughout their daily travels, complementing static creative with a truly dynamic, citywide presence."

Scale and geography

The 60,000-screen figure that Firefly cites requires some context to interpret properly. These are not screens in fixed locations - they are distributed across a fleet of vehicles operating across major US urban markets. The coverage pattern is therefore determined by where those vehicles drive, which varies throughout the day and across different neighborhoods and transit corridors. Firefly describes its inventory as enabling route-based urban coverage that extends beyond fixed locations and reaches audiences as they move through the city.

That dynamic quality distinguishes Firefly's inventory from the stationary formats that have historically dominated programmatic DOOH supply. A digital billboard in Times Square reaches the audiences that pass through Times Square. A Firefly screen on a taxi roof in Manhattan might pass through Times Square, then move through midtown, then travel to the Upper East Side - reaching different audiences at different points in a single campaign day.

The impression count - over 13 billion per month - places Firefly's scale in a bracket comparable with some of the larger VIOOH partnerships announced in the past year. VIOOH's partnership with Vengo in August 2025 brought 65,000 US screens generating 13 billion monthly impressions to the platform. The OUTFRONT deal in March 2026 delivered 18 billion monthly impressions from 7,600 screens. Firefly's per-screen impression yield is therefore substantially higher than some stationary formats - a function of the continuous movement of vehicles through high-density urban environments.

Where VIOOH's US inventory now stands

The Firefly integration arrives during a period of intensive US supply accumulation for VIOOH. Each partnership over the past several months has added a distinct format layer to the platform's US offering, rather than simply duplicating inventory already available through other integrations.

The Vengo partnership in August 2025 covered indoor retail and consumer environments - grocery stores, convenience stores, bars, casual dining venues, gyms, and malls - across all 50 states. Atmosphere TV's integration in January 2026brought more than 60,000 place-based streaming screens across restaurants, bars, gyms, airports, hotels, and office buildings. OUTFRONT's March 2026 partnership added approximately 25% of the entire US DOOH market through roadside billboards, urban street furniture, and transit environments. Orange Barrel Media and IKE Smart City in March 2026 brought 2,281 urban screens and 6.3 billion monthly impressions across 27 cities.

Firefly adds a format type that none of those partnerships cover: screens that travel continuously through city streets. The geography is urban by definition - rideshare and taxi fleets concentrate in cities - but the coverage pattern within those cities is dynamic in a way that fixed screens cannot replicate.

According to VIOOH's 2026 State of the Nation report covered by PPC Land, programmatic DOOH is forecast to appear in nearly half of all campaigns globally within 18 months, up from 34% over the preceding 18 months. Among recent buyers of programmatic DOOH, 99% expect to increase or maintain investment, with an average anticipated uplift of 44% over the next 18 months. Among US respondents specifically, that figure rises to 49% - the highest of any market surveyed across 1,050 advertisers and agencies.

Technical mechanics

How does programmatic buying of moving media actually work? The mechanics mirror those of standard programmatic DOOH in several respects. Advertisers bid on impressions through connected DSPs. Campaign delivery is optimized against audience and performance signals. Targeting parameters available through connected DSPs typically include environment type, geography, and time of day. The distinction with moving media is that the geographic targeting operates against the vehicle's real-time location rather than a static screen address.

Firefly describes its capabilities as including geo-targeted reach and contextual targeting, enabling brands to deliver relevant messages in real time. This means a buyer can define a geographic area - a neighborhood, a borough, a corridor between two points - and Firefly's system can direct delivery to vehicles operating within that area. The same logic can apply to time-of-day scheduling: morning rush-hour coverage in a financial district, afternoon coverage near shopping districts, evening coverage near entertainment venues.

The DSP integration removes the need for separate technology connections between the advertiser's buying platform and Firefly's inventory management system. VIOOH's platform acts as the intermediary, presenting Firefly's available impressions to the DSP ecosystem through standard programmatic interfaces. Buyers see Firefly's inventory as part of VIOOH's broader supply - they do not need to establish a new connection or learn a new system to incorporate moving media into their campaigns.

Context for the marketing community

The question of where programmatic DOOH goes from stationary formats has been a recurring topic in the outdoor advertising industry. Fixed screens are easier to measure, easier to verify, and easier to integrate into standard programmatic infrastructure. Moving screens introduce variables that complicate impression counting, audience attribution, and delivery verification. The fact that Firefly and VIOOH have built an integration that brings mobility-based inventory into standard programmatic workflows is a technical signal about where the infrastructure is heading.

VIOOH's programmatic revenues grew organically by 19.2% during 2025, reaching EUR 180.5 million, equivalent to 10.9% of JCDecaux's total digital revenue, according to JCDecaux's FY2025 results published in March 2026. VIOOH was originally launched by JCDecaux in 2018. That growth rate provides the financial backdrop against which VIOOH's rapid inventory accumulation makes sense: a platform growing its programmatic revenues at near-20% organically has strong commercial incentive to add supply that buyers cannot access elsewhere.

For media planners, the Firefly integration raises a practical consideration around campaign architecture. Combining stationary and moving formats within a single programmatic workflow creates a new planning variable. Stationary formats offer predictable location-based audience data. Moving formats offer route-based coverage with dynamic geographic distribution. Used together, they create what the announcement describes as campaigns that extend beyond fixed locations and reach audiences continuously as they move through the city.

Whether that combination produces measurably better campaign outcomes than stationary-only approaches is a question that will depend on the campaign objective. Brand campaigns prioritizing frequency and urban coverage may find the combination straightforward to justify. Performance campaigns tied to specific conversion events will need clearer measurement frameworks before mobility-based inventory can be evaluated on the same terms as stationary formats.

VIOOH's expansion into the London market through London Lites in October 2025 and its entry into the Irish market through JCDecaux Ireland in February 2026 illustrate how quickly the platform has been assembling geographically and format-diverse supply. The Firefly integration fits that pattern while adding a genuinely new dimension - mobility - that none of the previous partnerships introduced.

VIOOH operates as a supply-side platform connecting traditional outdoor media owners with digital programmatic buyers. The company launched in 2018 and currently trades programmatically in 37 markets. Its platform maintains partnerships with more than 50 demand-side platforms, enabling automated buying and selling of digital out-of-home inventory through standard programmatic infrastructure.

Timeline

Summary

Who: Firefly, described as the global leader in moving out-of-home advertising, and VIOOH, a premium global digital out-of-home supply-side platform launched in 2018 and headquartered in London.

What: Firefly has integrated its network of more than 60,000 car top and rideshare vehicle screens with VIOOH's global programmatic platform, enabling advertisers to buy Firefly's mobility-based inventory through major demand-side platforms using standard programmatic workflows. The deal supports all programmatic buying methods and covers Firefly's operations across major US markets and 7 countries, generating over 13 billion monthly impressions.

When: The integration was announced on April 23, 2026.

Where: Announced from New York. Firefly is headquartered in New York City with offices in Los Angeles, Chicago, Las Vegas, London, and Istanbul. VIOOH is headquartered in London and trades programmatically in 37 markets globally.

Why: Moving media has historically been harder to integrate into programmatic buying infrastructure than stationary DOOH formats, because vehicle-mounted screens are dynamic in location and audience. This integration is designed to simplify that process, making mobility-based inventory accessible through the same DSP connections and bidding workflows buyers already use for stationary DOOH. For VIOOH, the partnership adds a format type - continuously moving screens - that none of its previous US partnerships have covered, extending the range of inventory accessible through a single platform connection.

Share this article
The link has been copied!