VIOOH partners with Vengo for US programmatic advertising expansion

VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, announced a new programmatic advertising partnership with Vengo on August 26, 2025. The collaboration provides advertisers programmatic access to over 65,000 strategically placed digital screens across the United States, representing 9% of the US digital OOH market.

Vengo operates one of the largest premium US DOOH networks, with screens positioned across all 50 states in high-traffic environments including grocery stores, convenience stores, bars and casual dining venues, offices, gyms, malls and recreational facilities. The partnership delivers 13 billion monthly impressions through comprehensive coverage in major metropolitan areas including New York, Los Angeles, Boston, Chicago, Philadelphia and Atlanta.

The strategic alliance represents a significant expansion of VIOOH's US programmatic marketplace, building on previous partnerships that have established the London-based company's presence across 34 markets globally. VIOOH maintains partnerships with more than 50 demand-side platforms worldwide, facilitating automated buying and selling of digital out-of-home inventory through software platforms.

Vengo's grocery environment alone generates over 1 billion monthly impressions through partnerships with major retailers. The bars and casual dining network produces over 3 billion monthly impressions, while convenience stores deliver over 2 billion monthly impressions through brand name locations including 7-Eleven and Stewart's Shops.

The office network extends across Detroit, Chicago, Philadelphia, Pittsburgh, Washington DC and New York. Premium mall locations span New York, Las Vegas, Houston, Orlando, Atlanta, Dallas and Los Angeles. Additional inventory includes gyms across major cities and recreational facilities throughout New England.

"Our partnership with Vengo represents another significant expansion of our US programmatic marketplace, offering brands access to one of the most comprehensive and diverse DOOH networks in the country," said Gavin Wilson, Global Chief Commercial Officer at VIOOH. "Vengo's unique positioning across everyday consumer environments - from grocery stores to gyms to casual dining - provides advertisers with unparalleled opportunities to reach audiences throughout their daily routines."

Wilson emphasized the partnership's scale and targeting capabilities. "With over 65,000 screens generating 13 billion monthly impressions, this partnership delivers exceptional scale and targeting precision across the US market."

Brian Shimmerlik, CEO at Vengo, highlighted the technological benefits of the collaboration. "VIOOH's global programmatic expertise combined with Vengo's U.S. footprint creates significant value for both media buyers and Vengo's location partners."

The partnership enables enhanced flexibility, precision targeting and improved efficiency through programmatic buying. Advertisers can access Vengo's inventory through automated processes, facilitating streamlined campaign management and ensuring maximum impact across diverse consumer touchpoints.

Technical infrastructure supports real-time bidding

VIOOH's advanced technology platform seamlessly connects buyers and sellers in the DOOH space through its Trading Manager platform, which provides real-time bidding capabilities and transparent programmatic advertising deployment. The system processes millions of bid requests while optimizing campaign delivery through machine learning and data analysis.

The partnership reflects broader market dynamics within digital out-of-home advertising. Programmatic DOOH has demonstrated steady growth globally, with adoption rates increasing across major markets as advertisers seek more efficient, data-driven campaign execution.

Recent industry developments include VIOOH's integration with European office networks and airport advertising implementations, demonstrating the platform's expansion across diverse venue types and geographical markets.

The Vengo Media Network utilizes proprietary ad server technology to provide media buyers with speed, scale and trust for campaign execution within venues where consumers spend time. Located across all 50 states and every major market, the network provides "path to purchase" opportunities reaching consumers in grocery stores, convenience stores, bars, casual dining venues, malls, offices, gyms and additional retail environments.

Market impact and strategic positioning

The partnership positions both companies to capitalize on growing demand for programmatic DOOH capabilities among advertisers seeking alternatives to traditional digital channels. Industry research indicates programmatic DOOH delivers superior environmental performance, with VIOOH's platform generating 90% lower carbon emissions per impression compared to traditional programmatic display advertising.

For the marketing community, this development signals continued maturation of programmatic digital out-of-home as a mainstream advertising channel. The ability to target specific audiences in everyday consumer environments through automated buying processes represents significant advancement in outdoor advertising precision and accountability.

The collaboration occurs during a period of technological transformation within the advertising industry, where data-driven decision-making and automated trading capabilities have become essential components of effective media planning and execution. Digital formats now account for significant portions of outdoor advertising revenue in major markets, reflecting the medium's evolution from static displays to dynamic, programmable advertising platforms.

VIOOH, launched in 2018 and headquartered in London, operates as a supply-side platform specifically designed for digital out-of-home advertising. The company's technology infrastructure facilitates connections between traditional outdoor media owners and digital media buyers, enabling complex technical solutions for inventory management and transaction processing.

Vengo positions itself as one of the largest programmatic DOOH publishers in the United States through its extensive network coverage and proprietary technology stack. The company's ad server provides standardized interfaces for media buyers while maintaining direct relationships with venue operators across multiple industry verticals.

The partnership enables US and international advertisers to integrate American DOOH inventory into broader programmatic advertising strategies. This capability facilitates global campaign coordination while providing access to premium inventory across diverse consumer environments throughout the United States.

Advanced targeting capabilities include daypart optimization, geographic targeting, weather-based triggers, and audience demographic selection. These features enable sophisticated campaign customization based on real-time conditions and audience characteristics, moving beyond traditional outdoor advertising's broad demographic approach.

Campaign measurement and verification protocols ensure advertisers receive accurate impression counts and audience metrics. The system provides detailed analytics enabling performance optimization and return-on-investment calculations comparable to other digital advertising channels.

Industry growth and future developments

The announcement occurs as programmatic DOOH demonstrates accelerating adoption across global markets. Recent studies indicate increasing advertiser confidence in automated outdoor media buying, with many organizations planning expanded programmatic DOOH investments over the next 12-18 months.

Technical infrastructure improvements have addressed historical challenges in outdoor advertising measurement and optimization. Real-time bidding capabilities, combined with enhanced audience analytics, enable campaign adjustments based on performance data rather than static media planning assumptions.

The collaboration between VIOOH and Vengo represents strategic alignment between platform technology and inventory scale necessary for programmatic advertising effectiveness. This combination provides advertisers with both automated buying capabilities and sufficient reach for meaningful campaign impact across the United States market.

Market observers note that successful programmatic DOOH implementations require integration of multiple technological components including supply-side platforms, demand-side platforms, data management systems, and measurement infrastructure. The VIOOH-Vengo partnership consolidates these elements into streamlined workflows for media buyers and advertisers.

Future developments may include expanded targeting capabilities through integration with additional data sources, enhanced creative optimization based on environmental factors, and broader geographical coverage as both companies continue scaling their respective operations.

Timeline

• August 26, 2025: VIOOH announces partnership with Vengo, expanding US programmatic footprint to 65,000 screens
• July 24, 2024: VIOOH and Intersection unite for US DOOH advertising, adding 6,500 screens across major cities
• February 12, 2025: JCDecaux launches programmatic DOOH at Dubai airport with 378 premium screens
• January 8, 2025: ECN and VIOOH partnership launches across 870 European office screens
• August 4, 2025: China programmatic DOOH adoption reaches 30% according to VIOOH report
• July 15, 2025: VIOOH integrates Outernet London inventorywith 233 million monthly impressions

PPC Land explains

Digital Out-of-Home (DOOH): A form of outdoor advertising that utilizes digital displays, screens, and interactive technology to deliver dynamic content in public spaces such as transit stations, shopping centers, airports, and street furniture. Unlike traditional static billboards, DOOH enables real-time content updates, audience measurement capabilities, and programmatic buying functionality. The format encompasses various screen types from large-format billboards and transit displays to smaller retail and office environment installations, all capable of delivering targeted messaging based on time, location, and audience data.

Programmatic Advertising: The automated buying, selling, and delivery of digital advertising inventory through software platforms and real-time bidding systems. This technology eliminates manual negotiations and insertion orders, enabling advertisers to purchase outdoor advertising space instantly based on specific targeting criteria, budget parameters, and performance goals. Programmatic systems process millions of bid requests per second, optimizing campaign delivery through machine learning and data analysis to maximize efficiency and return on investment.

Supply-Side Platform (SSP): Technology infrastructure that enables publishers and media owners to manage, sell, and optimize their digital advertising inventory programmatically. SSPs connect to multiple demand sources simultaneously, conducting real-time auctions to maximize revenue while maintaining control over pricing floors, buyer access, and brand safety parameters. In the DOOH context, platforms like VIOOH serve as intermediaries between traditional outdoor media owners and digital media buyers.

Monthly Impressions: A measurement unit that quantifies the number of times advertisements are viewed by audiences within a one-month period. In digital out-of-home advertising, impressions are calculated using audience measurement methodologies that account for factors such as screen location, time of day, audience flow patterns, and visibility conditions. The Vengo partnership delivers 13 billion monthly impressions, representing the scale and reach potential for advertisers accessing this inventory.

Real-Time Bidding: An automated auction process where advertising inventory is bought and sold on a per-impression basis within milliseconds. When a user encounters a digital screen, the system conducts an instantaneous auction among multiple advertisers competing for that impression. The highest bidder wins the right to display their advertisement, with the entire process completed before the content appears on screen. This technology enables dynamic pricing and precise targeting based on current audience characteristics and environmental conditions.

Demand-Side Platform (DSP): Software platforms that allow advertisers and agencies to purchase advertising inventory programmatically across multiple channels and publishers through automated bidding processes. DSPs provide campaign management tools, audience targeting capabilities, and performance optimization features that enable efficient media buying at scale. VIOOH maintains partnerships with over 50 DSPs globally, facilitating streamlined access to Vengo's premium inventory.

Targeting Precision: The capability to deliver advertisements to specific audience segments based on demographic, behavioral, geographic, and temporal criteria. In programmatic DOOH, targeting precision involves leveraging data insights to optimize campaign delivery for maximum relevance and impact. This includes daypart optimization, location-based targeting, weather-triggered campaigns, and audience demographic selection, moving beyond traditional outdoor advertising's broad demographic approach.

Campaign Management: The comprehensive process of planning, executing, monitoring, and optimizing advertising campaigns across multiple channels and touchpoints. In programmatic DOOH, campaign management involves automated workflows for inventory selection, bid optimization, creative deployment, and performance measurement. The technology enables real-time adjustments based on campaign performance data, ensuring maximum effectiveness and return on advertising investment.

Inventory Access: The ability for advertisers to purchase advertising space across media owner networks through programmatic platforms. The VIOOH-Vengo partnership provides inventory access to over 65,000 digital screens across diverse venue types, enabling advertisers to reach audiences throughout their daily routines. This comprehensive access eliminates the complexity of negotiating with individual venue operators while providing standardized buying processes and measurement protocols.

Market Expansion: The strategic growth of programmatic DOOH capabilities across geographical regions and venue types. VIOOH's partnership with Vengo represents significant market expansion in the United States, complementing existing partnerships across 34 global markets. This expansion provides advertisers with broader reach and increased opportunities for integrated campaign execution while establishing programmatic DOOH as a mainstream advertising channel comparable to other digital media formats.

Summary

Who: VIOOH, a London-based digital out-of-home supply-side platform, and Vengo, one of the largest premium US DOOH media owners, announced the partnership. Key executives include Gavin Wilson (Global Chief Commercial Officer at VIOOH) and Brian Shimmerlik (CEO at Vengo).

What: A programmatic advertising partnership providing access to over 65,000 digital screens across the United States, generating 13 billion monthly impressions and representing 9% of the US digital OOH market. The collaboration covers grocery stores, convenience stores, bars, dining venues, offices, gyms, malls, and recreational facilities.

When: The partnership was announced on August 26, 2025, with VIOOH's press release distributed from London at 14:20.

Where: The partnership covers all 50 US states with comprehensive inventory across major cities including New York, Los Angeles, Boston, Chicago, Philadelphia, Atlanta, Detroit, Pittsburgh, Washington DC, Las Vegas, Houston, Orlando, and Dallas.

Why: The partnership expands VIOOH's US programmatic marketplace while providing advertisers enhanced flexibility, precision targeting, and improved efficiency through automated buying processes across diverse consumer touchpoints throughout daily routines.