Which SSP Should Media Owner’s Partner? 3 Key Considerations

The range of inventory in digital out of home (DOOH) advertising is now vast

Navigating the DOOH landscape: How Media Owners can choose the right SSP partnerships for revenue growth

By Kerry Willis,  Director of Technical Partnerships & New Media Owner Acquisitions at VIOOH

With ever increasing interest to align digital out-of-home more closely with other digital channels, OOH Media Owners are in a brilliant position to capitalize on the incredible growth of programmatic DOOH. As a supply-side platform (SSP), VIOOH works with premium OOH Media Owners globally, helping them to drive incremental programmatic revenue.

The range of inventory in digital out of home (DOOH) advertising is now vast, from spectacular city center displays to niche locations. The smorgasbord of choice available to advertisers is staggering, so it is even more critical that the media owners who control this inventory are able to sell through as many channels as possible, in order to access the highest volume of buyers.

In December 2024, GroupM predicted that DOOH advertising will grow by 8.4% in 2025, accounting for 68.1% of all OOH revenue by 2025, and 42% of total OOH revenue in 2025 greater than TV (27%) or audio (31%) penetration. Much of this growth is set to come from programmatic digital OOH.

How does a Media Owner navigate the crucial choice of which and how many SSPs to partner with?

So, how does a Media Owner navigate the crucial choice of which SSP to partner with? Or how many to partner with? In my opinion, there are three key considerations or questions to ask to find the right fit. These include:

1. What new revenue opportunities are available?

It’s not just about the numbers – it’s about understanding where that revenue comes from. We’ve witnessed a significant shift towards omnichannel DSPs and omnichannel money flowing into the DOOH space and only see this increasing in 2025. Three out of VIOOH’s top four revenue-driving DSPs are now omnichannel.

To maximize your opportunities, it’s important to be able to tap into international revenue streams, facilitating cross-market spending and managing multi-market campaigns across many different countries from the US to China, and everywhere in between.

For Media Owners looking to use multiple SSPs, it’s essential to review whether their current setup covers all these revenue sources. In my experience, many don’t, which is a shame as this is where we often see opportunities for growth, especially in the US market. This is why partnering with an SSP that truly understands the Media Owner’s unique selling points (USPs) is crucial. At VIOOH, this is something we pride ourselves on and spend a lot of time through onboarding to understand what makes every Media Owner special.

2. Will I have a dedicated team which understands my brand?

When you partner with a top-tier SSP, you should expect to have a team focused on your success. This typically includes a Partnerships Manager for Commercial aspects, a Technical Partnerships Manager for day-to-day operations and wider access to Demand and Agency teams. This level of support ensures that the SSP understands your inventory, audience and overall value proposition.

Another critical factor is choosing an SSP that brings together inventory aligned with your screen types, values and overall brand identity. Agencies and brands are looking for cohesive, premium inventory. Being part of an SSP that curates such offerings can significantly boost your appeal in the market.

For example, at VIOOH, we only partner with premium Media Owners, have connections with nearly 50 DSPs and global partnerships with top agency groups. Our team structure is focused on driving revenue for Media Owners, utilizing our regular catch ups to ensure that the right pricing, media kits and offers-to-market are in place.

In my experience, successful partnerships are built on transparency and collaboration. It’s essential to set clear expectations and priorities, develop joint goals and create structured plans that involve all relevant SSP teams – from Product and Demand to Agency and Technical Support. Regular business reviews are key and ensure that these plans evolve with changing market conditions and client needs.

3. What new markets could I explore?

One aspect that often gets overlooked is growing regions like China, and Middle East and North Africa (MENA), not just for inventory acquisition but also for outbound revenue. This global perspective can be particularly appealing to Media Owners looking to expand their reach.

One of the challenges in markets like the US for example, is standing out in a crowded field where many Media Owners are already connected to multiple SSPs and DSPs. This global perspective and ability to bring in revenue from international markets can be a significant differentiator.

At VIOOH, we’re always on the lookout for premium inventory globally, particularly for our VIOOH Select offering. We conduct thorough due diligence and expect the same level of engagement from potential Media Owner partners. It’s a two-way street – we ask lots of questions, and we love it when Media Owners do the same.

Choosing the right SSP partner is a critical decision for Media Owners in the DOOH space. It’s about finding a partner who understands your unique value, can drive incremental revenue and provides the support needed to thrive in this dynamic market. As the industry continues to evolve, in my view, those who prioritize quality partnerships and global perspectives will be best positioned for success. For more information visit: viooh.com

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