Firefly links moving media inventory to VIOOH platform
Firefly has integrated its advertising inventory with VIOOH, adding another programmatic route for buyers to access its network.
The integration gives advertisers access to Firefly's moving fleet and digital car-top screens through VIOOH's supply-side platform, with campaigns bought via major demand-side platforms. The aim is to place mobility-based out-of-home inventory within the same buying systems used for broader digital out-of-home activity.
Programmatic digital out-of-home has largely focused on fixed screens, while moving formats have been harder to trade through standard automated workflows. The new connection is intended to make those formats easier to plan and buy alongside traditional roadside and venue-based inventory.
Firefly operates more than 60,000 screens across major US markets and has operations in seven countries. Its network generates more than 13 billion impressions a month through car-top displays, branded vehicle wraps and related advertising formats.
VIOOH, which launched in 2018, trades programmatically in 37 markets and works with more than 50 demand-side platforms globally. The integration makes Firefly's inventory available through a marketplace already used by media buyers for digital out-of-home campaigns.
Moving media
The deal reflects a broader push in the out-of-home sector to bring more screen types into automated buying systems. Buyers increasingly want the same planning and execution processes across formats, whether campaigns run on static roadside screens, transit displays or mobile vehicle-based media.
Firefly says mobility-based inventory can extend campaign coverage beyond fixed sites by following traffic flows and urban travel patterns. That allows advertisers to reach audiences across neighbourhoods, transit corridors and busy city areas rather than relying only on people passing a single location.
The integration supports all programmatic buying methods, allowing both brand-led and performance-led campaigns to run through the connection. That gives advertisers another way to deploy campaigns through established programmatic tools rather than separate direct-buying arrangements.
Altug Simsek, Chief Business and Strategy Officer at Firefly, said the deal is about making moving media as easy to plan and activate as any other format in the programmatic ecosystem.
"At Firefly, we've built the largest and most scaled mobility-based out-of-home network, and we're focused on bringing mobility into the core of how modern campaigns are planned and executed. By connecting Firefly's network to VIOOH's global platform, we're creating an additional buying pathway for advertisers to incorporate mobility-based inventory alongside other OOH formats, unlocking greater reach, stronger frequency, and more effective campaign performance through continuous, citywide coverage," Simsek said.
Buyer access
For VIOOH, the integration adds a moving media inventory source to its digital out-of-home marketplace, widening the range of formats available to buyers using programmatic systems.
Gavin Wilson, global Chief Commercial Officer at VIOOH, said the integration would make those formats easier to activate.
"Our integration with Firefly brings moving media inventory into the programmatic ecosystem in a way that is seamless and straightforward for buyers to activate.
"Through programmatic buying via VIOOH's supply-side platform, advertisers gain enhanced flexibility, precision targeting and improved efficiency, ensuring maximum impact and measurable results. With Firefly's 60,000 screen network, advertisers can now reach audiences throughout their daily travels, complementing static creative with a truly dynamic, citywide presence," Wilson said.
The agreement comes as out-of-home operators and ad tech groups continue to push for greater automation in media trading. Inventory owners are seeking to make non-traditional screen formats easier to access through the same systems buyers already use across the wider digital advertising market.