Place Exchange just made DOOH buying as easy as display ads

Place Exchange by Broadsign announced on December 9, 2025, the general availability of Programmatic Guaranteed for digital out-of-home advertising within Google's Display & Video 360 platform. The integration represents a significant infrastructure development for the outdoor advertising sector, enabling advertisers to secure premium DOOH inventory with guaranteed pricing and placements while maintaining programmatic workflow efficiency.

The announcement brings automated transaction capabilities to an advertising format traditionally reliant on direct negotiation processes. According to the press release, brands and agencies can now plan, buy, and measure guaranteed DOOH campaigns alongside their other digital media directly within Display & Video 360. This eliminates the separate workflows, integrations, and measurement systems that have historically characterized outdoor advertising purchases.

Place Exchange's Programmatic Guaranteed solution enables buyers to transact premium DOOH inventory with certainty comparable to direct purchases, while retaining programmatic benefits including enhanced targeting, streamlined workflows, unified reporting, and simplified billing. Publishers participating in the initial rollout include Branded Cities, Captivate, Eletromidia, OUTFRONT, National CineMedia (NCM), Simon Malls, Spotlight, and numerous others accessible through the platform.

The development addresses operational challenges that have limited DOOH adoption among digital advertisers. Traditional direct buys require prolonged negotiations between media buyers and outdoor advertising companies, involving multiple communication rounds to secure specific inventory and finalize pricing. Programmatic guaranteed transactions automate this process while maintaining the certainty advertisers require when planning campaigns around specific events or locations.

Lindsay Richardson, VP of Programmatic at Razorfish, stated in the release: "Programmatic Guaranteed gave us the confidence and control we needed to execute our DOOH campaigns with precision. For one of our summer activations, we needed to secure premium cinema inventory to align our messaging with the excitement of new film premieres, which required us to lock in specific dates and impressions. Managing DOOH alongside our other digital channels all within DV360 made the process seamless and efficient."

Technical infrastructure and transaction mechanics

The Programmatic Guaranteed offering operates through established programmatic infrastructure while providing inventory certainty not available through open auction real-time bidding. Unlike open auctions where multiple advertisers compete through dynamic pricing, programmatic guaranteed involves predetermined agreements between buyers and sellers. Inventory allocation and pricing are established before campaigns launch, while transaction processing and campaign management utilize programmatic technology platforms.

According to IAB Australia's programmatic DOOH buyers guide released in August 2025, programmatic guaranteed represents one of three primary buying methods alongside Private Marketplace deals and Open Exchange bidding. The buying method combines automation benefits with inventory certainty of traditional direct sales, offering fixed pricing and guaranteed advertisement delivery through one-to-one buyer-seller relationships.

Display & Video 360 provides the demand-side platform infrastructure enabling these transactions. The Google platform has undergone substantial enhancements throughout 2025, including AI-powered audience creation tools launched in September, API version 4 reaching general availability in March, and comprehensive reporting updates implemented in July. The platform maintains integrations with premium inventory sources across video, display, and now DOOH channels.

Place Exchange operates as a supply-side platform aggregating digital out-of-home inventory from media owners globally. The company was acquired by Broadsign in November 2025, expanding Broadsign's programmatically transactable inventory network to 1.8 million screens worldwide. The acquisition included Place Exchange's demand-side platform integrations, PerView measurement solution, and specialized capabilities across on-screen cinema, programmatic audio, place-based video, and in-store retail media.

Feature set and operational capabilities

The Programmatic Guaranteed implementation within Display & Video 360 provides several distinct capabilities addressing specific advertiser requirements. Place Exchange maintains the largest network of PG-certified supply partners across premium DOOH venues worldwide, according to the announcement. Advanced planning and targeting capabilities include audience selection, geographic parameters, point-of-interest proximity, venue type specification, and keyword matching.

Streamlined creative management and approvals occur directly within Display & Video 360, eliminating separate creative trafficking systems required by some traditional DOOH buying processes. Campaign delivery controls include budgeting parameters, pacing mechanisms, and reporting dashboards integrated with other digital channel performance metrics. Low transaction fees with automated billing and reconciliation reduce operational overhead compared to manual insertion order processing.

The solution addresses specific use cases where guaranteed inventory access provides strategic advantages. Tentpole moments requiring coordination with cultural events, entertainment releases, or seasonal shopping periods benefit from inventory certainty. Event and conference sponsorships demanding presence in specific venues during defined timeframes utilize guaranteed placement mechanics. Short-flight campaigns with large budgets that cannot risk underdelivery require guaranteed impression allocations.

Haley McClernon, VP of Demand Partnerships at Place Exchange, stated: "Together, Place Exchange and Google DV360 are making it possible for buyers to transact out-of-home in a way that mirrors direct buying, while leveraging the advanced audience targeting and measurement capabilities made available through programmatic buying. By combining the predictability and control of direct deals with the efficiency of programmatic, Place Exchange and Google DV360 are paving the way for large-scale DOOH adoption."

Market context and industry trends

The programmatic guaranteed launch occurs during sustained growth across programmatic DOOH adoption globally. VIOOH's State of the Nation 2025 report showed programmatic DOOH adoption in mainland China reached 30% in 2025, marking a 6-percentage-point increase from 24% in 2023. Research indicated 32% of respondents plan to deploy programmatic DOOH within the next 12 months, positioning it as the fourth most popular advertising channel among 14 major media formats.

Purchasing preferences in established markets demonstrate advertiser emphasis on risk mitigation. According to the VIOOH research, 67% of respondents in China selected programmatic guaranteed approaches over non-guaranteed methods, mirroring global trends where inventory certainty takes precedence over optimization flexibility in early adoption phases.

Infrastructure development supporting programmatic DOOH has accelerated throughout 2025. Broadsign announced partnerships with StackAdapt in November enabling automated in-advance DOOH transactions across North America. That partnership allowed advertisers to reserve premium DOOH inventory months ahead of activation through programmatic infrastructure, eliminating manual negotiation processes typical of traditional outdoor advertising purchases.

Supply-side platform expansion continues across multiple markets. VIOOH partnered with Vengo in August, providing programmatic access to over 65,000 digital screens across the United States representing 9% of the US digital OOH market. VIOOH announced a partnership with RZK Digital in November, expanding automated digital out-of-home advertising across Brazil's urban mobility infrastructure with over 800 screens in 43 bus terminals.

The competitive landscape includes multiple supply-side platforms pursuing programmatic DOOH capabilities. Vistar Media launched programmatic DOOH inventory across Brazil in August 2025, providing access to over 30,000 screens through partnerships with media owners including Eletromidia, Helloo, Kallas, JCDecaux, and RZK. JCDecaux launched global programmatic DOOH for airports in February 2024, providing access to over 70 million monthly passengers across more than 3,000 screens in major airports worldwide.

Measurement and verification standards

Industry measurements indicate programmatic DOOH delivers environmental advantages compared to other digital advertising formats. VIOOH reported in November 2024 that its platform generates carbon emissions of 0.04 grams CO2e per ad impression for 2024, representing more than 20 times better carbon efficiency than programmatic display advertising's typical 0.84g CO2e per impression and over 30 times more efficiently than programmatic video's 1.24g CO2e per impression.

Three factors drive this sustainability performance. The broadcast nature of digital out-of-home allows multiple viewers to simultaneously receive content, maximizing efficiency per impression. VIOOH's significantly streamlined supply chain reduces emissions associated with ad delivery compared to traditional programmatic channels. The platform's network increasingly utilizes screens powered by renewable energy sources.

Verification standards have gained prominence as programmatic DOOH scales. IAB Australia's comprehensive buyers guide emphasized verification importance, noting that 36% of surveyed marketing professionals cited lack of understanding as preventing larger programmatic DOOH investment shares. Industry education initiatives aim to support market growth through standardization and measurement transparency.

Place Exchange operates its Place Exchange Clear certification program that delivers buyers quality, consistency, transparency, and compliance across its inventory network. All publishers and inventory undergo certification to maintain platform standards. The company provides log-level impression data for planning, optimization, reporting, and analytics. Support exists for campaign tracking and reporting in third-party systems, with PerView reach and frequency measurement capabilities pre, mid, and post campaign.

Implications for marketing operations

The integration enables marketing teams managing Display & Video 360 to incorporate DOOH inventory into existing planning, buying, and measurement workflows without establishing separate operational processes. Campaign managers can execute guaranteed DOOH purchases using the same platform interface employed for guaranteed video, display, or audio inventory.

Unified reporting provides campaign performance data across channels within single dashboards, facilitating cross-channel analysis and optimization decisions. Financial reconciliation occurs through consolidated billing systems rather than separate invoicing for outdoor advertising purchases. Creative trafficking utilizes standard Display & Video 360 creative management tools, eliminating custom DOOH creative submission processes required by some traditional buying methods.

The development reduces technical barriers preventing DOOH adoption among digital-first advertisers. Teams operating primarily within programmatic environments can now access outdoor inventory without learning specialized DOOH platforms or negotiating direct relationships with multiple media owners. This accessibility potentially expands advertiser participation in DOOH markets beyond traditional outdoor advertising buyers.

Budget allocation processes benefit from programmatic guaranteed's fixed pricing structure. Media planners can secure specific DOOH inventory at predetermined costs during planning phases, providing financial certainty comparable to other guaranteed digital media purchases. This contrasts with open auction environments where final media costs remain uncertain until campaigns complete.

Audience targeting capabilities available through Display & Video 360 extend to guaranteed DOOH purchases. Advertisers can utilize first-party data, Google audiences, or custom segments when planning campaigns, then secure guaranteed inventory reaching those audience profiles. Geographic targeting precision includes point-of-interest parameters, venue type specifications, and geospatial ad units for moving DOOH media like transit advertising.

The announcement positions Place Exchange alongside other supply-side platforms expanding programmatic capabilities across diverse advertising environments. Display & Video 360's commerce media suite launched at IAB NewFronts in May 2025 enabled retailers and brands to leverage shopper data across platforms including YouTube. Connected TV inventory expanded through Disney's Real-Time Ad Exchange integration announced in June 2025.

Platform consolidation reflects broader advertising technology trends toward unified buying environments. Amazon DSP integrated Disney's Real-Time Ad Exchange in June 2025, providing direct access to premium streaming inventory. Microsoft Monetize joined Amazon's Certified Supply Exchange program in October 2025 as Microsoft discontinued its demand-side platform. These developments demonstrate industry movement toward reducing fragmentation in programmatic advertising infrastructure.

Timeline

• December 9, 2025: Place Exchange announces general availability of Programmatic Guaranteed within Google Display & Video 360
• November 25, 2025: Broadsign acquires Place Exchange, expanding programmatically transactable inventory to 1.8 million screens globally
• November 13, 2025: Broadsign enables advance DOOH booking through StackAdapt partnership in North America
• November 6, 2025: VIOOH expands programmatic DOOH in Brazil with RZK Digital partnership
• August 26, 2025: VIOOH partners with Vengo for US programmatic advertising expansion to 65,000 screens
• August 21, 2025: IAB Australia releases comprehensive guide for programmatic DOOH buyers
• August 5, 2025: Programmatic digital out-of-home adoption reaches 30% in China
• May 11, 2025: Google unveils new CTV strategies and AI integration at IAB NewFronts
• November 2024: Programmatic DOOH delivers 20x better carbon efficiency than display ads

Five Ws Summary

Who: Place Exchange by Broadsign, the leading supply-side platform for programmatic digital out-of-home advertising, launched the Programmatic Guaranteed solution. Google's Display & Video 360 platform provides the demand-side infrastructure. Publishers including Branded Cities, Captivate, Eletromidia, OUTFRONT, NCM, Simon Malls, and Spotlight participate in the offering. Advertisers and agencies using Display & Video 360 can access the guaranteed DOOH inventory.

What: Programmatic Guaranteed for digital out-of-home advertising became generally available within Google's Display & Video 360 platform. The solution enables buyers to transact premium DOOH inventory with guaranteed pricing and placements while utilizing programmatic workflow efficiency. Features include advanced planning and targeting by audience, geography, point-of-interest, and venue type; streamlined creative management within DV360; campaign delivery controls for budgeting and pacing; low transaction fees with automated billing; and unified reporting across digital channels.

When: Place Exchange announced the general availability on December 9, 2025. The development follows Broadsign's acquisition of Place Exchange on November 25, 2025, and represents the culmination of infrastructure development throughout 2025 as programmatic DOOH adoption reached 30% in China and multiple supply-side platforms expanded capabilities globally.

Where: The Programmatic Guaranteed offering operates within Google's Display & Video 360 platform, accessible to advertisers globally. Place Exchange maintains the largest network of PG-certified supply partners across premium DOOH venues worldwide, with international coverage across the United States, Canada, Latin America, and Europe. Inventory includes venues ranging from highways to elevators, malls to airports, trains to taxis, and street corners to retail locations.

Why: The development addresses operational friction preventing DOOH adoption among digital advertisers. Traditional direct buys require prolonged negotiations between media buyers and outdoor advertising companies, involving multiple rounds of communication to secure specific inventory and finalize pricing. Programmatic Guaranteed automates this process while maintaining the certainty advertisers seek when planning campaigns around specific events or locations. The integration enables true programmatic DOOH activation within demand-side platforms buyers already use, eliminating separate workflows, integrations, and measurement systems that have trapped outdoor advertising in a silo separate from other digital media purchases.