Outernet has partnered with FreeWheel to integrate its digital out-of-home (DooH) inventory, including large LED screens, into FreeWheel's supply-side platform (SSP). This collaboration enables media buyers to extend video campaigns from connected TV (CTV) into public digital media environments. The partnership aims to provide advertisers with a new avenue for premium video campaign extension.
This partnership signifies a continued convergence of digital out-of-home with streaming advertising infrastructure. By enabling unified campaign management for CTV and DooH video, FreeWheel and Outernet offer advertisers a more streamlined approach to reach audiences across screens. This move could accelerate the trend of programmatic buying extending deeper into DooH, making it more accessible to media buyers accustomed to digital video platforms. Watch for adoption rates among major advertisers and whether similar integrations follow from other DooH networks and ad tech providers.
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