Broadsign, a digital out-of-home (DOOH) marketing platform, and programmatic DOOH platform Lemma have partnered to integrate the Broadsign Reach programmatic supply-side platform (SSP) with Lemma’s demand-side platform (DSP). The partnership will greatly expand Lemma’s DOOH screen inventory while enabling Broadsign’s global network of programmatically-enabled publishers to reach new digital buyers throughout the APAC region.

The integration is part of Broadsign’s international growth strategy, bringing the number of demand-side platforms that Broadsign Reach supports internationally to more than 30. With 50,000 programmatically-enabled screens accessible via Broadsign Reach globally, this integration will enable Lemma’s digital buyers to tap into a greatly expanded pool of roadside, retail, transit and other unique place-based DOOH screens across Australia, New Zealand, and other international locations – all from within Lemma’s easy-to-use DOOH specific ad-buying platform.

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“We are excited to be partnering with a forward-thinking DOOH company like Broadsign not just in the Australian market but globally to help create a more liquid marketplace for both the buy and sell sides to transact programmatically. The world of OOH is at a tipping point and everyone involved needs to work hand in hand to push this market towards achieving scale and value to both media publishers and brands. We think partnerships such as this will hasten the right steps in that direction,” said Sanjaya Molligoda, Managing Partner at Lemma.

“Lemma are pioneers in the programmatic DOOH space and their data-driven, transparent approach makes for a great fit with our supply-side platform, Broadsign Reach. Lemma’s technology enables advertisers and media buyers to integrate their DOOH & Online campaigns and amplify their message beyond personal devices. By joining forces with new demand sources such as Lemma, our publisher partners’ audiences and inventory are more accessible than ever before” explained Ben Allman, Sales Director at Broadsign ANZ

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