VIOOH Partners with Dolphin to Boost Programmatic OOH Advertising in Grocery and Retail Sectors – Monday, January 12, 2026

VIOOH has announced a strategic partnership with Dolphin to enhance its programmatic out-of-home (OOH) advertising capabilities, specifically targeting grocery, retail, and transit environments. This collaboration aims to streamline the process of buying OOH advertising by leveraging Dolphin's expertise to strengthen VIOOH's offerings in these critical sectors.

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?

VIOOH, a leading platform in digital out-of-home advertising, has entered into a partnership with Dolphin to broaden its programmatic OOH reach within the retail and transit sectors. This alliance is designed to improve the buying experience for advertisers by integrating Dolphin’s specialized technology and sector knowledge into VIOOH’s established platform. The collaboration specifically targets high-traffic environments such as grocery stores and transit hubs, where the opportunity for targeted advertising is substantial. By combining their strengths, VIOOH and Dolphin aim to make data-driven OOH campaigns more accessible and efficient, encouraging broader adoption of programmatic buying in these dynamic settings.

This partnership reflects a wider industry movement toward programmatic solutions that enable advertisers to reach specific audiences with greater precision and flexibility. For advertisers focused on engaging consumers in fast-paced, high-footfall locations, this development is especially pertinent. Leveraging Dolphin’s technology allows VIOOH to offer enhanced targeting capabilities, equipping advertisers with tools to optimize campaigns based on real-time data and audience insights. As a result, this collaboration is expected to improve the overall effectiveness of OOH advertising, making it a more compelling option for brands aiming to maximize reach and impact.

Why now?

The timing of this partnership coincides with a significant surge in programmatic buying within the OOH sector. Over the past 18 months, advertisers have increasingly embraced data-driven approaches to target audiences more effectively, driven by technological advancements and a stronger focus on measurable outcomes. VIOOH and Dolphin’s collaboration directly addresses this growing demand by offering advertisers a streamlined, efficient way to engage consumers in high-traffic retail and transit environments, where precise targeting can yield substantial returns.

So what?

This partnership represents a strategic advancement that highlights the rising importance of programmatic buying in the OOH industry. By combining their capabilities, VIOOH and Dolphin are poised to accelerate the adoption of programmatic OOH advertising, particularly in sectors where consumer engagement is critical. For digital signage and ad-tech leaders, this development opens new avenues to harness data and technology to refine advertising strategies and improve campaign outcomes.

What this means for you:

• For DOOH network operators: Evaluate integrating programmatic solutions to enhance your advertising inventory and meet increasing market demand.
• For digital signage program managers: Consider partnerships that can expand your reach and sharpen targeting capabilities in key retail and transit sectors.
• For ad-tech platform leaders: Prioritize developing technologies that enable seamless programmatic buying and robust data integration to stay competitive.

Quick Hits

• Impact / Risk: This partnership could significantly accelerate programmatic OOH adoption but may also intensify competition among ad-tech providers.
• Operational Implication: Organizations may need to invest in technology upgrades and staff training to fully capitalize on new programmatic capabilities.
• Action This Week: Review your current programmatic strategies and explore potential partnerships to strengthen your competitive position; brief executives on the implications of expanding programmatic adoption in OOH.