As Pladway, we are proud to announce our collaboration with The Trade Desk, the global leader in advertising technology. Consequently, we are bringing programmatic advertising to new heights in Italy. We are providing brands and media agencies with real-time access to digital ads on outdoor screens.

Pladway offers the largest pool of programmatic DOOH inventory in the Italian market. Our coverage spans 18,000 screens in 150 cities. Therefore, through our partnership, The Trade Desk becomes the first omnichannel media-buying platform to grant advertisers this level of access in Italy.

The Trade Desk™ (NASDAQ: TTD) is a multinational tech company operating in the advertising buying sector. Its proprietary cloud-based platform allows planning, managing, and optimizing advertising campaigns across digital formats, including display, video, audio, and native. Furthermore, it supports a variety of devices, such as desktop, mobile, tablet, connected TV, and DOOH. The platform’s integration with leading global and local publishers and data suppliers maximizes coverage and decision-making capabilities. Moreover, the extensive range of enterprise APIs allows for significant platform customization. The Trade Desk is headquartered in Ventura, CA (USA) and has offices in North America, Asia-Pacific, and Europe. In Italy, the company is based in Milan.

“Programmatic advertising for DOOH is rapidly gaining momentum. Brands and agencies are showing increasing interest while simultaneously demanding automation, direct campaign control, and improved reporting,” says Marco Orlandi, CEO of Pladway. “Thus, thanks to the integration between Pladway and The Trade Desk, it will be possible to meet these needs. The adoption of DOOH will be simpler for omnichannel advertisers. Consequently, this will foster further expansion of the segment. According to data from the Politecnico di Milano, it is expected to grow by over 20% in 2024. The estimated value will be 242 million euros, equivalent to 32% of the overall Out-Of-Home market”

“Through omnichannel campaigns, brands and advertising agencies can harness the true power of programmatic advertising. They provide advertisers with more data and insights into their campaigns,” said Angela Bersini, General Manager Italy at The Trade Desk. Additionally, enabling DOOH as part of a brand’s media strategy can accelerate the impact of a campaign. It helps improve targeting and measurement, which can lead to better overall campaign performance and the achievement of business objectives.”