Broadsign has acquired Place Exchange, bringing together two major out-of-home (OOH) adtech platforms in a deal intended to strengthen programmatic OOH capabilities for media owners, buyers and DSP partners. The transaction includes a minority investment from Crestline Investors and gives Broadsign access to Place Exchange’s international supply network, DSP integrations and measurement tools.

The combined organization aims to deliver a more comprehensive OOH advertising solution by unifying Broadsign’s content management, ad serving and buy- and sell-side technology with Place Exchange’s SSP and programmatic features. Broadsign said the acquisition will expand demand sources for its publishers, while buyers using Place Exchange gain access to new global inventory. “The acquisition of Place Exchange will allow Broadsign to deliver the most comprehensive OOH advertising solution in the market,” said Burr Smith, CEO of Broadsign. “We see the future of OOH as smarter, more efficient, dynamic, and measurable.”

Broadsign is acquiring Place Exchange’s platform, its U.S. and international supply footprint, and its suite of planning, targeting, delivery, reporting and attribution tools. The Place Exchange SSP, recognized on the Deloitte Technology Fast 500 and AdExchanger Programmatic Power Players lists, supports workflows modeled after digital channels and includes features such as advanced programmatic guaranteed transactions, reach and frequency measurement, audience-based targeting, dynamic bid triggers and geospatial tools for moving media.

The platform also brings programmatic capabilities beyond traditional OOH, including solutions for on-screen cinema, programmatic audio, place-based video and in-store retail media. Place Exchange CEO Ari Buchalter and the company’s full team have joined Broadsign as part of the acquisition. “The combination of Place Exchange and Broadsign comes at a perfect time, unleashing the most complete OOH advertising solution built by the industry’s leading platforms,” Buchalter said.

Crestline Partner and Co-Head of US Credit Will Palmer, who will join the Broadsign board, said the growth of programmatic DOOH is driving new opportunities for the channel. “Programmatic buying has emerged as one of the strongest growth engines within DOOH,” he said.

The acquisition follows a year of product expansion at Broadsign, including automated advance booking tools, an AI assistant for OOH creative categorization and a new carbon measurement partnership. It marks Broadsign’s fourth acquisition in under seven years and expands its global workforce to 370 employees. Broadsign now supports 1.8 million programmatically transactable screens. Terms of the deal were not disclosed. Solomon Partners advised Broadsign on the transaction, while LUMA Partners advised Place Exchange.