AFA Decaux, Denmark’s largest out-of-home (OOH) advertising provider with a 40% market share, has extended its partnership with VIOOH, a global digital-out-of-home (DOOH) supply-side platform (SSP). The collaboration aims to enhance programmatic advertising capabilities for brands targeting Danish audiences, leveraging AFA Decaux’s network of digital screens and VIOOH’s technology infrastructure.
Under the expanded agreement, advertisers gain direct programmatic access to over 238 premium digital screens operated by AFA Decaux, including high-traffic locations in Copenhagen and other major Danish cities. As part of JCDecaux—the world’s largest OOH advertising network with operations in 80+ countries—AFA Decaux’s inventory includes transit hubs, urban centers, and tourist hotspots, enabling campaigns to reach both local residents and international visitors.
Michael Barfoed, Commercial Director at AFA Decaux, noted: “Advertisers increasingly seek data-driven, flexible solutions for digital campaigns. By deepening our partnership with VIOOH, we can meet this demand while delivering targeted messaging in real time.”
Introduction of “Viewed Impressions” Measurement
AFA Decaux recently introduced Viewed Impressions, a data currency designed to improve transparency in programmatic trading. The metric uses anonymized, real-time sensor data from digital screens to measure audience exposure while adhering to privacy regulations.
Sylvain Le Borgne, Group Chief Data Officer at JCDecaux, explained: “The system processes mobility data collected every second to model impressions hourly, daily, or monthly. This approach ensures accuracy without compromising individual privacy.”
Developed with third-party analysts, the currency has been operational since August 2024 and is now integral to AFA Decaux’s programmatic offerings.
VIOOH’s SSP platform connects AFA Decaux’s inventory with demand-side platforms (DSPs), streamlining campaign execution for global advertisers. Gavin Wilson, Chief Customer and Revenue Officer at VIOOH, stated: “Denmark’s market holds strategic value for brands. This partnership allows advertisers to leverage programmatic DOOH’s efficiency and scalability in a key European region.”
AFA Decaux has made its entire digital inventory available for programmatic purchase, enabling advertisers to buy campaigns ranging from nationwide coverage (reaching ~36% of Denmark’s population, per Kantar Gallup 2021) to single-screen placements. By integrating AFA Decaux’s local reach with VIOOH’s SSP infrastructure, the partnership aims to attract domestic and international advertisers seeking measurable, real-time campaign solutions.
