Display Technology

Place Exchange expands SSPs throughout Latin America

Photo: iStock

July 21, 2022

Place Exchange, a supply side platform for programmatic out-of-home media, has expanded into several major markets in Latin America, including Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Panama, Paraguay and Peru, according to a company press release.

The expansion allows marketers access to more than 9,000 digital-out-of-home screens from media companies such as Billboard Planet, Brapex, Doohmain, eme.pe, LatinAD, OLA Media, OOHTV and Winkel Media within integrated DSPs including MediaMath, Roku, Yahoo DSP and more. The network of regional displays provides marketers with access to a range of digital OOH formats and venues including billboards, malls, mobility, point of care, street furniture, retail locations and transit hubs.

"We found Place Exchange offered a turnkey solution that made the integration of our CMS easy and seamless," Andrea Mereghetti, CTO at Cattri, said in the release. "We are also excited to partner with Place Exchange to bring programmatic OOH to the forefront in Latin America, and to usher in new demand for our offerings."

According to Statista, OOH ad spend in Latin America will grow from $960 million in 2021 to $1.47 billion by 2024. Place Exchange helps marketers to unify execution, optimization, reporting and attribution for OOH with other programmatic channels within their omnichannel DSPs.

"As the marketers on our DSP extend their omnichannel strategies to Latin America, we are thrilled to offer them access to Place Exchange and its vast network of premium programmatic OOH media in this region," Jared Lansky, SVP of partnerships at MediaMath, said in the release. "Place Exchange helps our users bridge the gap between the physical and digital world, with advanced capabilities to reach target audiences."