Perion Collaborates with Way.io for Programmatic DOOH in China

Perion Network Ltd., a global technology firm that connects advertisers and consumers across all major digital channels, announced its first domestic Demand Side Platform (DSP) partnership in China with Way.io via its programmatic digital-out-of-home (DOOH) platform, Hivestack.

Perion partners with Way.io in China via its programmatic DOOH platform, Hivestack

Perion’s intelligent HUB (iHUB), which links the company’s supply and demand assets, facilitates the connection between advertisers and consumers across major digital channels. Way.io specializes in providing programmatic advertising solutions that use quantitative algorithms to increase efficiency for brands and performance-driven advertisers. Numerous of the biggest brands, agencies, media companies, and demand partners in the world utilize its platform. Demand partners include Alibaba, JD, NANFY, VIP.com, Meituan, and supply partners include Bytedance, Tencent, Baidu, and Kuaishou.

Through this partnership, Perion’s Hivestack SSP, a global network of premium DOOH inventory, will enable Way.io customers in China to activate programmatic DOOH campaigns for the first time, both domestically and internationally. The partnership is a component of Perion’s global expansion strategy, which also includes new business endeavors in Brazil.

China’s DOOH market

The digital-out-of-home (DOOH) advertising landscape in China is dominated by local companies, many of which continue to operate in traditional ways. But now that programmatic DOOH transactions are supported by a more extensive infrastructure, the previously manual process has become a more efficient and integrated workflow.

This partnership represents a critical turning point in capitalizing on China’s dominance of the global DOOH market, which Statista projects will reach a value of $5.2 billion by 2024. 16 of the top DOOH media owners in China have already integrated with Hivestack’s platform. The latter offers access to 203 billion impressions across an unmatched network of over 93k sites and over a million screens, catering to a wide range of audiences and popular advertising seasons.

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Here’s what they said

Tal Jacobson, Perion’s CEO said,

“This strategic alliance with Way.io brings new opportunities to China’s substantial digital landscape, offering unparalleled access to global digital DOOH properties. This, together with our recent entry into Brazil, marks another significant step in fulfilling Perion’s commitment to expand our global footprint.”

Aileen Ku, General Manager, China at Hivestack added,

“Programmatic DOOH is an increasingly popular option that brings the best of digital technology to traditional OOH. Through this partnership with Way.io, we are able to help Chinese brands engage with Chinese customers by adding our 1 million+ premium DOOH inventory in China into Way.io’s omni-channel platform. With increasing demand for outbound business, we hope to roll out our partnership internationally, providing Way.io with instant access to premium DOOH inventory in over 35 markets.”

Derek Du, Founder & CEO at Way.io stated,

“The use of programmatic technology ensures the best possible digital outreach in an all-encompassing media mix strategy. As a leading quantitative advertising platform, the core competitive edge lies in data empowerment. With the establishment of a global media network, the partnership with Hivestack is a key element of Way.io’s global expansion strategy. This collaboration will offer advertisers a range of innovative media advertising formats that are visually striking, along with new methods of data-driven intelligent ad placements. This enhancement in Way.io’s ability to reach a comprehensive media audience not only signals an elevation in domestic programmatic advertising to meet international standards but also marks the official entry into the DSPOOH (DSP+DOOH) digital era. Working together, we look forward to shaping the future!”

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