Digital signage and DOOH software provider Broadsign is providing OOH networks with a new optimization engine for its Broadsign Direct sales and campaign management tool.

The new feature uses a proprietary algorithm to let OOH companies accept more campaigns than they could previously.

The optimization engine has been created to make inventory management smoother and more efficient. It runs continuously in the background, even overnight, to optimally organize the following day’s ad schedule. When multiple campaigns are trying to book the same slot, the optimization engine kicks in to analyze the network’s inventory and check for availability before reallocating ads, while also respecting the client’s targeting parameters.

Right now, the optimization engine can only shuffle permissible campaigns, or when the system considers that there is potential to increase or decrease saturation. Fixed campaigns won’t budge.

Broadsign also recently signed an extended partnership with Clear Channel Europe, which enables media buyers in Canada and around the world to tap into Clear Channel’s 3,000-plus digital Out of Home screens in the UK via Clear Channel LaunchPAD. This includes the UK’s largest DOOH network Adshel Live with over 2,500 screens and the Malls Live network of over 500 screens.  The inventory is now available programmatically via more than 30 omnichannel and OOH DSPs integrated with the Broadsign Reach SSP.