Outfront Media Canada has strengthened its programmatic potential, partnering with Broadsign Reach to make its inventory more accessible.

More than 300 of Outfront’s large format, digital transit shelter formats and interior mall network screens across Canada are now accessible through Broadsign Reach’s network of over 35 DSPs, including its self-serve ad buying platform, Campsite.

Adam Kahansky, director of business development, Canada, for Montreal-based Broadsign, says “Data, flexibility, and attribution have been the cornerstone of the growth of programmatic DOOH around the globe. The ability to provide buyers with these functions across Outfront’s network in Canada now allows brands to easily reach their goals at the national level through Broadsign’s technology stack.”

In addition to the availability of Outfront inventory on its platforms, Kahansky says Broadsign is working on bringing some first-to-market technology to Canadian marketers in the coming months.

This follow’s Outfront’s ongoing commitment to boosting its digital capabilities. “The overarching theme for Outfront Canada, as things become more digital and everything moves to a more programmatic space, is that we want to make our inventory as discoverable as possible, while becoming as buyer-agnostic as possible,” Brendan Dillon, Outfront’s director of digital transformation told MiC last year, regarding its partnership with Vistar.