FreeWheel, Outernet Partner to Programmatize London's Large-Scale DOOH Inventory

This partnership signifies a continued expansion of programmatic advertising capabilities beyond traditional streaming environments into large-scale digital out-of-home (DOOH). By integrating Outernet's immersive screens, which host 120 million annual visitors, into FreeWheel's SSP, media buyers gain a new channel to extend their CTV campaigns with enhanced precision and measurement. This move connects the linear, CTV, and DOOH ecosystems, reflecting broader industry efforts to unify ad buying across diverse screen types. Watch for FreeWheel and Outernet to announce the rollout of their broader programmatic offering, indicating how accessible this inventory becomes to a wider pool of advertisers.