Broadsign, StackAdapt, and Branded Cities Form Strategic Partnership for OOH Advertising – Monday, November 17, 2025

Broadsign, StackAdapt, and Branded Cities have announced a strategic partnership designed to enhance out-of-home (OOH) advertising capabilities. This collaboration aims to integrate Broadsign's digital signage software, StackAdapt's programmatic advertising platform, and Branded Cities' extensive OOH network to deliver a more streamlined and effective advertising solution.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

Broadsign, a leader in digital signage software, has formed a strategic alliance with StackAdapt, a prominent demand-side platform specializing in programmatic advertising, and Branded Cities, a key player in the OOH advertising sector. This partnership is designed to harness each company’s core competencies to develop a more integrated and efficient OOH advertising ecosystem. By combining Broadsign’s robust software infrastructure with StackAdapt’s advanced programmatic capabilities and Branded Cities’ expansive network of advertising locations, the collaboration aims to provide advertisers with a seamless way to reach their target audiences more precisely and effectively. The integration will enable real-time data sharing and analytics, facilitating more targeted, dynamic advertising content across both digital and physical platforms. This approach allows advertisers to optimize campaign performance by adjusting messaging based on audience behavior and environmental factors. The partnership underscores a broader industry movement toward blending digital innovation with traditional advertising channels to maximize reach and engagement. Ultimately, this collaboration sets the stage for a more cohesive and data-driven OOH advertising experience that benefits advertisers, network operators, and consumers alike.

Why now?

This partnership emerges amid a significant shift in the advertising landscape, where the fusion of digital technologies with traditional media is becoming essential to enhance campaign efficiency and effectiveness. Over the past 18 months, the OOH sector has seen a marked increase in programmatic advertising adoption, driven by advertisers’ growing demand for data-driven, flexible, and measurable solutions. Advances in digital signage technology and the rising importance of real-time analytics have further accelerated this trend. By joining forces now, Broadsign, StackAdapt, and Branded Cities are positioning themselves at the forefront of this transformation, offering a comprehensive solution that bridges the gap between digital innovation and traditional OOH advertising.

So what?

This partnership represents a pivotal development in the OOH advertising landscape, promising to deliver more integrated, data-driven, and efficient advertising solutions. For advertisers, it means access to a unified platform that enhances targeting precision and audience engagement through real-time data and analytics. This can lead to improved campaign outcomes and better return on investment. From a strategic perspective, the collaboration could serve as a model for future industry partnerships, encouraging companies to combine their unique strengths to create more powerful advertising ecosystems.

What this means for you:

• For DOOH network operators: Explore integrating programmatic capabilities to improve targeting accuracy and operational efficiency.
• For ad-tech platform leaders: Consider forming partnerships that leverage complementary technologies to deliver enhanced advertising solutions.
• For digital signage program managers: Prioritize data-driven strategies to maximize the impact and relevance of OOH campaigns.

Quick Hits

• Impact / Risk: The partnership could significantly boost OOH advertising effectiveness but may intensify competition among advertising platforms.
• Operational Implication: Organizations may need to invest in new technologies and staff training to fully capitalize on integrated advertising solutions.
• Action This Week: Review current advertising strategies and evaluate potential partnerships or technology upgrades to maintain a competitive edge.