Place Exchange, a SSP for programmatic out-of-home (OOH) media, has expanded its footprint in major European markets such as the U.K., France, Germany, Italy, the Netherlands, Scandinavia, and Spain.

“With Place Exchange’s commitment to providing transparency and best-in-class programmatic technology to partners in mind, James is focused on growing the supply partnerships in the region, evangelizing the benefits of buying DOOH programmatically with agencies and advertisers, and continuing to build out a best-in-class team to service Place Exchange’s European partners,” says Dave Etherington, CCO at Place Exchange.

James Power, commercial director, EMEA, at Place Exchange, is leading the company’s European charter. Appointed to the position in July 2022, Power joined Place Exchange to take on expansion plans.

A multilingual team supports Power—all dedicated to regional supply and demand partners in Europe.

Brands can access the Place Exchange platform directly within integrated demand side platforms (DSPs) such as Google Display & Video 360, MediaMath, The Neuron, The Trade Desk, Yahoo DSP, and more.

The network provides access to a range of DOOH formats and venues including airports, billboards, grocery stores, gyms, malls, retail locations, street furniture, transit hubs, and more.

Place Exchange executives believe Europe represents a major market opportunity for programmatic OOH. Just as programmatic buying has dominated every category of digital advertising, Insider Intelligence reports that more than 94% of all digital advertising in the UK already transacts programmatically—the same programmatic transformation is set to take place in OOH as it did with online, mobile, social, CTV, and audio advertising. Statista projects programmatic ad spend in Europe will reach $120.8 billion by 2026.