Yahoo and Hivestack announce strategic global programmatic DOOH partnership

Yahoo and independent programmatic digital out-of-home (DOOH) ad tech company Hivestack have announced a strategic global partnership.

The deal with enable each company to connect their technologies and enable premium programmatic DOOH cross-channel media campaigns on a global scale.

Through the partnership, Yahoo’s omnichannel demand-side platform (DSP) will be integrated into the Hivestack supply-side platform (SSP).

This means that Yahoo and its clients will be able to access Hivestack’s premium global DOOH inventory and use real-time bidding to transact via open exchange and private marketplace deals.

Advertisers and agencies can access Hivestack’s inventory effective immediately.

Barry Frey, president and CEO of DPAA, the global OOH trade marketing association, said he was “thrilled” to see the companies connect.

“The out-of-home sector has seen a resurgence in the last year, fueled by innovative creative execution, digital facilitation and a return to ‘normal’,” Frey said. “With summer on the horizon for the northern hemisphere, expect to see the world’s biggest brands shine across OOH screens – from the tallest billboards to the checkout aisles.”