Yahoo announced a partnership with Hivestack, an independent programmatic digital out-of-home (DOOH) ad-tech company, that will help boost programmatic digital out of home (DOOH) cross-channel media campaigns globally.

Yahoo’s omnichannel demand-side platform (DSP), through the partnership, will integrate into Hivestack’s supply-side platform (SSP). The integration will allow Yahoo and its clients to access Hivestack’s premium global DOOH inventory through real-time bidding (RTB) transactions via open exchange and private marketplace (PMP) deals. 

“The evolving programmatic DOOH landscape has created numerous opportunities for brands, advertisers and media owners to leverage the channel to drive meaningful and measurable connections with audiences across the globe,” says Bruno Guerrero, COO at Hivestack.

Iván Markman, CBO at Yahoo, believes the deal can help advertises maximize DOOH screen and foster meaningful and memorable connections.

This partnership provides Yahoo DSP advertisers with the diverse, global and premium OOH inventory Hivestack affords, he said. 

Advertisers and agencies can access Hivestack’s global DOOH inventory through the Yahoo DSP.

Yahoo has announced a partnership with independent programmatic DOOH ad-tech firm Hivestack that will enable programmatic DOOH cross-channel media campaigns globally.