DIRECTV Advertising announced at CES the programmatic enablement of its digital out-of-home (DOOH) inventory from DIRECTV Remote. The move is designed to provide digital buyers with automated access to live TV content viewed outside the home.
The inventory will be available through select demand-side platforms (DSPs), including Basis and The Trade Desk, via the Place Exchange by Broadsign supply-side platform (SSP). The company stated that direct, managed-service sales will continue for its in-flight inventory on major U.S. airlines.
Launched at CES in 2025, DIRECTV Remote is a dedicated DOOH network within commercial venues. With the national rollout of DIRECTV’s streaming TV solution for businesses, the network now offers scaled inventory in locations such as offices, waiting rooms, retail shops, bars, and restaurants. Inventory in premium hotels is planned for later this year.
“When it comes to TV, it’s no longer just about the destination, it’s about the journey – and brands can now meet consumers at every step along the way,” said Amy Leifer, Chief Advertising Sales Officer at DIRECTV Advertising. “This programmatic enablement of our DOOH inventory allows advertisers to reach Live TV audiences beyond the living room with the same ease, automation and optimization that they’ve come to expect from our premium entertainment platform.”
Measurement and Integration
The company will utilize Place Exchange’s PerView measurement solution, which is aligned with OAAA OOH Impression Measurement Guidelines. The system uses deterministic mobile device data to provide dynamic metrics for reach, frequency, and impressions across both programmatic and direct campaigns.
“DOOH is increasingly becoming integrated into omnichannel strategies, and premium video in out-of-home environments is a perfect complement to in-home viewing to reach audiences wherever they are watching TV,” said Dave Etherington, Chief Commercial Officer at Place Exchange by Broadsign. “By enabling DIRECTV Remote programmatically, buyers gain access to trusted Live TV environments at scale, at a moment when major sporting events are driving unprecedented demand.”
Market Context and Expansion
According to Place Exchange’s recent Programmatic OOH Trends Report, screen/TV spend has surpassed billboards as the largest asset category, indicating growing demand for video-based out-of-home advertising.
This initiative follows DIRECTV Advertising’s broader move into programmatic trading last year, when it enabled automated buying for its satellite and streaming TV inventory, including innovative formats like pause ads.
“Programmatic buying on digital out-of-home video is yet another way DIRECTV Advertising is connecting brands with customers in real-world moments at scale,” said Katie McAdams, CMO at Basis. “Now with programmatic access to out-of-home screens with DIRECTV, Basis is empowering marketers with true omnichannel reach and advertising automation to optimize media investments.”
DIRECTV Advertising plans to expand the programmatic availability of DIRECTV Remote inventory to more DSP platforms in the first quarter of 2026.
About DIRECTV Advertising
DIRECTV Advertising provides audience-based, digital, and converged addressable advertising solutions, enabling campaigns across its satellite and streaming TV platforms. For more info visit: http://www.directvadvertising.com
About Place Exchange by Broadsign
Place Exchange by Broadsign is a supply-side platform for programmatic out-of-home media, offering access to a global footprint of OOH inventory through omnichannel DSPs.
