StackAdapt and Broadsign are looking to open up opportunities for their respective ad tech platforms through a new partnership.

For users of StackAdapt’s DSP, they will now get access to premium screens in Canada and internationally at high traffic locations through Broadsign supply-side platform. The combination of the two ad tech platforms is meant to make it easier for media buyers to expand audience reach and drive increased activity across digital channels and connect with global audiences.

Toronto-based StackAdapt first extended its DSP into digital OOH last fall through a global partnership with Vistar Media, giving users the option to include digital screens as part of multi-channel plans. It has been working to further improve its offering since then, partnering with data company Adsquare to bolster OOH targeting options on the platform.

Montreal-based Broadsign provides access to programmatic OOH inventory from the likes of Clear Channel, Outfront, Quebecor and Lamar, both in Canada and in 82 countries globally. By working with StackAdapt, which has an established client list thanks to its background in programmatic buying in other channels, the company hopes to provide even greater advertiser access to its network.

“Programmatic is the future of out-of-home, and our latest integration with StackAdapt will drive new attention to the medium to help spur the growth of out-of-home and multi-channel,” says John Dolan, VP of global media sales at Broadsign. “We’re thrilled to team with StackAdapt to bring more media buyers, including midsize agencies, access to a medium that’s proven to boost brand awareness and online activation.”