Broadsign has acquired Place Exchange, an independent out-of-home (OOH) supply-side platform, in a deal supported by a minority investment from Crestline Investors, the company announced in late November.

The acquisition brings Place Exchange’s platform, inventory network, and demand-side integrations under Broadsign’s umbrella. Broadsign said the move will expand its programmatic digital out-of-home (DOOH) capabilities and connect its publisher base to additional demand sources, while giving Place Exchange’s partners access to Broadsign’s international inventory.

The global advertising market is projected to reach $992 billion this year, with OOH spending expected to surpass $49 billion in 2025. Of the acquisition and the future of OOH, Broadsign CEO Burr Smith said, “We see the future of OOH as smarter, more efficient, dynamic, and measurable. With Place Exchange’s team and technology, and Crestline’s investment, Broadsign will deliver on that vision much faster.”

Place Exchange’s technology supports functions including planning, targeting, reporting, attribution, and programmatic guaranteed transactions. Its PerView OOH measurement solution will now sit within Broadsign’s product suite. The platform also provides audience-based targeting at the screen level, reach and frequency measurement, geospatial targeting for moving media, and advanced analytics.

Place Exchange has also developed products in cinema, programmatic audio, place-based video, and in-store retail media, extending its reach into adjacent digital formats.

Data and automation

As part of the transaction, Place Exchange CEO Ari Buchalter and his team will join Broadsign. Buchalter said the companies will work together to advance OOH workflows, with an emphasis on data and automation. “OOH is having a major moment, with more buyers and DSPs of all shapes and sizes leaning into the medium, sparking a new era of innovation. 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 to meet this demand.”

Crestline Partner Will Palmer, who will join Broadsign’s board of directors, said the deal reflects continued expansion in programmatic DOOH buying. “Programmatic buying has emerged as one of the strongest growth engines within DOOH, bringing greater automation, measurability, and demand into the channel.”

The acquisition marks Broadsign’s fourth in less than seven years and increases its global workforce to 370 employees. The company’s network of programmatically transactable OOH inventory has grown to approximately 1.8 million screens following the deal.

Solomon Partners advised Broadsign on the transaction, while LUMA Partners advised Place Exchange.