Broadsign Acquisition of Place Exchange Raises Comments
Perion's Jacobson, AdOmni's Gudai, ODN's Broback, DPAA's Frey
“The Broadsign-Place Exchange deal isn’t the endgame for programmatic OOH, it’s the opening move.”
Broadsign’s acquisition of Place Exchange elicited a healthy response from the OOH community. It is worth noting, today’s announcement of the Broadsign/Place Exchange Acquisition, is part of a broader trend of DOOH consolidation — arguably kicked off by Perion’s acquisition of Hivestack in 2023 and T-Mobile’s acquisition of Vistar Media this year.
We heard from a few of OOH’s best and brightest leaders regarding the recent announcement of the Broadsign acquisition.
Barry Frey, President and CEO @ DPAA— “I remember the early days preaching to our membership, brands, and agencies that programmatic will be DOOH’s superpower — and forcefully allaying overblown concerns of RTB (race to the bottom), fears of control loss, and other factors in resistance to change and digitization.
As the Global DOOH trade organization, we work hard every day as industry catalyst to increase growth, connecting innovators and accelerating today’s most exciting media sector. What Burr and Ari have wisely done validates the full funnel power of this medium.”
ODN‘s Chief Client Officer and Partner, and Geopath Board Chairperson, Ali Broback, “The Broadsign acquisition highlights the strength and advancement of technology and growth occurring in the OOH space.
It’s great to see the two leading independent OOH tech players join forces. I’m really happy that ODN can continue to offer the latest innovation for your clients by partnering with Broadsign and now Place Exchange together which will be a gateway to the largest DOOH supply globally!”
Jonathan Gudai, Founder and CEO, AdOmni—“The Broadsign-Place Exchange deal isn’t the endgame for programmatic OOH, it’s the opening move.
When a company like Broadsign controls the CMS layer, the SSP, workflow, and measurement, you’re not looking at a final posture; you’re looking at an asset being positioned for acquisition by a much larger platform sitting on massive advertiser budgets.
The big question is whether Broadsign can preserve its status in the era of AI. New workflows are emerging that swap out legacy enterprise software. It will be interesting to see how Broadsign will fare in a period of great technological change.”
Tal Jacobson, CEO, Perion shared these thoughts: “The recent consolidation in the DOOH space underscores a broader truth: this channel is becoming an essential pillar of the modern media mix. This latest move highlights the growing maturity of programmatic DOOH, a direction Perion identified early and which guided the acquisition of Hivestack.
DOOH is a powerful channel, but its true impact emerges when it operates within a broader, data-driven ecosystem.”
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