Hivestack Advances Programmatic DOOH Marketplace in Italy

Hivestack, the world’s leading, independent, programmatic digital out of home (DOOH) ad tech company has today (4th April 2022), announced an expansion of its programmatic operations in Italy.

As part of the announcement, Hivestack has signed several local OOH/DOOH media owners via the Hivestack Supply Side Platform (SSP), including Domminaction, Rotopubblicità, MediaOne, and Deva Connection. Additional integrations are underway with all other major media owners in the market, and the company expects to have full coverage of Italian supply by Q2. These media owners will be able to effortlessly monetise their DOOH inventory programmatically via both Open Exchange and Private Marketplace deals within the Hivestack SSP. 

Buyers can now use the Hivestack demand-side platform (DSP) to plan, activate and measure DOOH media programmatically, using data-driven audience targeting to run campaigns. Hivestack has partnerships with leading media agencies in all of its global regions, making it possible for Italian brands to activate their campaigns locally and also outside of the country, via Hivestack’s global network of premium DOOH inventory. 

Ilaria Calesella, VP demand Italy at Hivestack commented: “We are very happy to announce our partnerships with these local Italian media owners who have put their trust in Hivestack to unlock the earning potential of their DOOH inventory. Programmatic digital out of home (DOOH) is finally growing in Italy and will continue to as more supply and demand partners realise the power and precision of the channel. Hivestack has already delivered hugely successful campaigns for our key agency partners, and we are perfectly positioned to drive new growth for both media owners and brands in the future.”

Hivestack is already well established in the Italian marketplace. In 2021, Ilaria Calesella joined the business as VP demand Italy to drive local demand and supply, and in February 2022, the company hired Francesco Pompilio as publisher development manager, to support its continued growth, and drive net new revenue for publishers in Italy and across EMEA.

Italy is one of the largest digital advertising markets in Europe, coming in behind the UK, Germany, and France. In 2020, advertisers spent €3bn on digital ad campaigns in Italy. Digital covered 41% of the country’s advertising market in 2020 and has been growing every year over the last decade with digital out of home (DOOH) contributing to that growth. By 2022, digital ad spending in Italy is expected to transcend the €4bn mark. Programmatic DOOH technology has advanced the channel and is fast becoming the most cost-effective and impactful way for advertisers to reach and engage with target audiences outside of the home.