PATTISON Outdoor Advertising, Canada’s leading Out-of-Home (OOH), Transit and Digital display advertising company, and Hivestack, a Montreal-based ad tech company specializing in programmatic Digital Out-of-Home, announced today at the DPAA Video Everywhere Canada Summit that both parties have entered a partnership that will usher in a new era of Canadian programmatic transactions.
As part of the partnership, PATTISON has programmatically connected its massive, coast-to-coast DOOH advertising footprint to the Hivestack Supply-Side Platform (SSP). This means Hivestack buyers will now have the ability to activate 4.8 billion new monthly impressions across 1,600 DOOH screens in Canada.
Cam Milne, VP & GM at PATTISON Outdoor commented: “PATTISON embraces innovative technology partners that have the ability to add complementary revenue to our direct sales force. Hivestack has clearly demonstrated they are able to successfully drive programmatic revenue to Canadian DOOH companies. We are thrilled to be part of Hivestack’s programmatic ecosystem and are looking forward to an exciting partnership that will be a significant source of our company’s programmatic revenue strategy.”
Andreas Soupliotis, CEO of Hivestack shared: “It’s an incredible honor for Hivestack to work with PATTISON and Cam Milne, a true Canadian powerhouse in DOOH. Our relationship means that PATTISON can use the Hivestack SSP (on a self-serve basis) to offer one-time or evergreen Private Marketplace (PMP) Deals to Hivestack’s huge roster of programmatic buyers. In addition, PATTISON can effortlessly monetize their unsold inventory programmatically on the open marketplace via the Hivestack Exchange – with PATTISON having full control over CPMs and creative approval of their screens. Now, Hivestack’s programmatic buyers will be activating both PMPs and Open Exchange buys from PATTISON. Hivestack believes we are the largest Demand-Side Platform (DSP) in Canada in terms of programmatic revenue, and so we look forward to seeing our impressive budgets extend to PATTISON.”
Two of Hivestack’s buyers, some of the largest programmatic DOOH buyers in Canada, Kinetic Worldwide and Matterkind commented on the Hivestack / PATTISON partnership:
Riina Clydesdale, President of Kinetic Worldwide Canada shared: “We are so thrilled to see PATTISON’s fantastic inventory available for programmatic purchase from within the Kinetic DSP (a white-label version of the Hivestack DSP). PATTISON’s DOOH footprint offers unparalleled scale, coast-to-coast across Canada. Kinetic anticipates significant programmatic activations on PATTISON screens in the immediate future. Many of our clients have shown a sharp interest in programmatically activating PATTISON’s DOOH scale and so the timing is perfect.”
Julie McMillan, Director of Emerging Platforms at Matterkind also expressed her excitement on the long-awaited partnership between PATTISON and Hivestack. “Matterkind prides itself on driving connected experiences through a channel-less approach by using the most advanced, people-centric technology to reach audiences and deliver high-impact creative across multiple touchpoints. Partnering with Hivestack has given us the ability to do so in the DOOH space, and with the inclusion of PATTISON’s incredible inventory in Hivestack, we can continue to drive this amazing channel even further for our clients with greater reach and better results.”
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