Montreal-based programmatic DOOH ad tech company Hivestack has entered into a strategic global collaboration with global advertising marketplace Xandr.

Through this deal, Xandr’s Invest DSP will be integrated into the Hivestack SSP. This enables advertisers using the Xandr Invest DSP platform – which has previously been heavily focused on connected TV and video inventory – to access Hivestack’s DOOH inventory programmatically through both open exchange and private marketplace deals.

Though the companies could not be more specific, the collaboration is set to launch immediately across global markets that have both the supply inventory and demand from clients. In North America, Hivestack says its inventory delivers 220.6 billion monthly impressions.

Bruno Guerrero, COO at Hivestack, said DSP partners are “increasingly important” to the company’s work in expanding DOOH globally. Other DSP deals the company has made over the last year include MediaMath and The Trade Desk.