Place Exchange has added Astral, Bell Media’s out-of-home division, to its programmatic out-of-home SSP.

This partnership adds “thousands” of premium digital screens to the exchange’s Canadian offering, Place Exchange says. Astral’s total network of both digital and static signage totals over 50,000.

Place Exchange enables advertisers to access this inventory across various programmatic buying options, including open auction, programmatic guaranteed and private marketplace deals directly within integrated omnichannel and OOH DSPs. Its focus has been on enabling planning, buying, optimization, reporting and attribution for OOH with other programmatic channels within DSP systems programmatic buyers already use.

Nick Bennett, SVP of partnerships at Place Exchange, says adding Astral its list of supply partners expands its offering and audience into more high-traffic locations.

“As we help unify the execution, optimization, reporting, and attribution of OOH with other programmatic channels, we look forward to seeing marketers integrate Astral to a greater number of omnichannel initiatives as a result,” he says.

Place Exchange’s supply partners in Canada include Pattison, Captivate, Lamar and Adapt Media.