billups

What billups does

billups is a global out-of-home (OOH) managed services specialist founded in 2004 by Benjamin Billups and headquartered in New York. The company serves advertisers, agencies, and media owners across 18 countries spanning North America, EMEA, and APAC, delivering 3,000+ campaigns annually for a base of 350+ ongoing clients. Its core proposition is end-to-end OOH campaign management—planning, buying, and measurement—anchored by two proprietary platforms: billups Discovery, which provides access to over 1.6 million OOH inventory units worldwide with POI-based filtering, and billups Analytics, a modular suite encompassing Attention, Airport, Brand Study, Creative Optimization, Location Visitation, and Web/App Impact dashboards. The technology stack rests on seven granted patents covering Opportunity-to-Experience analysis, privacy-preserving attribution, AI-driven visitation prediction, mobile-signal-based building footprints, digital image processing, message delivery verification, and traffic routing; in November 2025, billups launched Audrai, an AI-powered agentic system that automates geospatial mapping and campaign planning workflows.

Revenue is generated primarily through managed-services agency fees and commissions on media spend routed through the OOH campaign planning and buying stream, supplemented by professional services revenue from patented analytics and measurement engagements (brand surveys, location visitation studies, web/app impact analyses). The go-to-market combines enterprise field sales with RFP-driven multi-year contracts and a self-serve Discovery platform targeting mid-market advertisers. Distribution is supported by an on-the-ground regional team structure built through acquisitions—TAC Media (Malaysia, 2023), OOH Labs (Canada, 2023), Billie Media (New Zealand/Australia, 2024), Outsight (2024), and Mediabridge Global (2024)—alongside a technology partner ecosystem that includes Geopath, Esri, Google, AdSquare, Cedara, Trace, and CARTO. Leadership has been recently restructured for global scale: David Krupp serves as Global CEO (appointed September 2023 and named Digiday 2026 CEO of the Year), James McEwan as CEO EMEA (Digiday 2025 Executive of the Year), and Shawn Spooner as Global CTO, with a newly appointed Global COO and dedicated data science functions supporting continued platform development.

Name

billups

Legal name

billups

Website

https://billups.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

billups is a global out-of-home managed services specialist serving advertisers, agencies, and media owners across 18 countries, with proprietary measurement technology, access to 1.6M+ OOH units, and an AI-powered planning platform.

Ownership category

akta.pro rank

Product category

Out-of-Home Advertising Services

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

OOH Measurement, Attribution & Verification (Footfall, Impressions, Brand Lift) (BPAFALAK)

akta.pro secondary industries

OOH Programmatic & Data/Measurement Services (Audience Analytics, Attribution) (MPAAAKAI), OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), Out-of-Home (OOH) Media Planning & Buying (MPAAABAG)

Keywords

• Out-of-home advertising
• OOH media planning
• OOH campaign measurement
• Programmatic DOOH
• OOH analytics platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. OOH Campaign Planning and Buying: Full-service OOH managed services including media planning, buying, and optimization across global inventory of 1.6M+ OOH units. Revenue generated through media agency fees and commissions from media owners.
2. Analytics and Measurement Services: Patented measurement solutions including brand surveys, location visitation studies, and web/app impact analysis that quantify OOH campaign effectiveness and attribution.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

billups is a global Out-of-Home (OOH) managed services agency that plans, buys, and measures OOH and digital out-of-home (DOOH) advertising campaigns on behalf of advertisers, agencies, and media owners. The company combines full-service campaign management with a proprietary analytics and measurement platform (billups Discovery and billups Analytics) that provides access to over 1.6 million OOH units worldwide and offers patented measurement, attribution, and AI-driven optimization capabilities.

Product overview

billups offers a unified platform-plus-modules architecture centered on two core products: billups Discovery (media exploration and inventory selection) and billups Analytics (measurement and optimization). Discovery provides access to over 1.6 million OOH units with filtering by audience and demographics. Analytics encompasses multiple specialized dashboards including Attention Dashboard, Airport Dashboard, Brand Study, Creative Optimization, Location Visitation Study, and Web/App Impact Study. The portfolio also includes Audrai, an AI-powered agentic system for automated OOH planning and optimization, and Switchboard (from the Ads on Top acquisition) for programmatic DOOH campaign management. The products work together to enable the full OOH campaign lifecycle from planning and buying to measurement and optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• billups Discovery A self-serve exploration platform that enables agencies, brands, and media owners to browse, filter, and select from over 1.6 million OOH inventory units across global markets, using POI technology for precise audience targeting.
• billups Analytics A comprehensive analytics and measurement platform for OOH campaigns that delivers attention metrics, brand studies, creative optimization, location visitation analysis, and web/app impact measurement to quantify campaign effectiveness and attribution.
• Audrai An AI-powered agentic system that automates and optimizes OOH advertising planning and performance through geospatial mapping, campaign planning, and workflow acceleration with minimal human intervention.
• Switchboard A DOOH advertising platform acquired with Ads on Top that supports programmatic and traditional digital out-of-home campaign management for media owners and advertisers.

Quantifiable outcome

• IKEA campaign achieved 1.45x overall increase in store visitations with 16,275 modeled incremental walk-ins
• +4 more outcomes

Named customers19 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability9 records

Feature10 records

Partnerships

Nine partnerships are on record, tiered core and strategic.

• AdSquarecoreTechnology or IntegrationTechnology partner providing data integration and audience targeting capabilities within billups' analytics platform
• CedaracoreTechnology or IntegrationTechnology partner integrated into billups' measurement and analytics ecosystem for OOH campaign optimization
• TracecoreTechnology or IntegrationData and analytics partner supporting billups' measurement capabilities and attribution modeling
• EsricoreTechnology or IntegrationGeographic information system partner providing mapping and location intelligence capabilities
• GeopathcoreTechnology or IntegrationOOH measurement organization providing standardized audience measurement for the out-of-home advertising industry
• GooglecoreTechnology or IntegrationTechnology partner providing data and integration capabilities for campaign measurement and attribution
• CARTOcoreTechnology or IntegrationLocation intelligence partner enabling advanced mapping and spatial analysis for OOH campaign planning
• JellyfishstrategicStrategic or Co-development PartnerDigital agency partner collaborating on HOKA UV-responsive mural campaign in London as part of global brand activation
• Global Street ArtstrategicStrategic or Co-development PartnerOOH specialist partner for creative street art and experiential OOH activations, collaborated on HOKA London campaign

Scale indicators10 records

Recent moves9 records

Expansion highlights5 records

Emerging players

• Broadsign: Broadsign provides a CMS and programmatic DOOH platform used by media owners to sell and manage digital out-of-home inventory. Comparable to billups as a DOOH technology provider; billups competes for advertisers while Broadsign competes for media-owner software spend — overlapping ecosystem.
• Place Exchange: Place Exchange is a programmatic DOOH SSP integrated with Clear Channel Outdoor and other media owners, enabling buyers to transact OOH programmatically. Comparable to billups as a programmatic DOOH infrastructure peer; billups operates at the agency/managed services layer while Place Exchange operates at the supply-side auction layer.
• Vistar Media: Vistar Media is a leading programmatic DOOH supply-side and ad-server platform that powers automated buying across major OOH media owners. Comparable to billups as a technology-driven DOOH player; competes in the programmatic infrastructure layer adjacent to billups' Discovery and Audrai platforms.

Direct peers

• Clear Channel Outdoor: Clear Channel Outdoor is a major global OOH media owner operating billboards, transit, and DOOH with its own programmatic platform (Place Exchange integration). Comparable to billups as a large-scale OOH media and managed services competitor with overlapping advertiser relationships and global ambitions.
• Outfront Media: Outfront Media is a leading US-based OOH advertising company operating billboards, transit, and digital OOH inventory with managed services and programmatic capabilities. Directly comparable to billups as a North American OOH media owner and managed services provider serving the same advertisers and agencies.
• Lamar Advertising: Lamar Advertising is a major US OOH media owner with a large billboard and digital inventory portfolio plus in-house planning/measurement services. Comparable to billups as a full-stack OOH provider with global ambitions and ongoing investment in programmatic DOOH and analytics.
• JCDecaux: JCDecaux is the world's largest OOH media company, dominant in street furniture, transit, and digital OOH globally. Comparable to billups as a global OOH managed services and media owner competing for the same multinational advertiser RFPs.

Others

• Geopath: Geopath is the OOH industry's standardized audience measurement organization in the US, providing impression ratings used by planners and buyers. Comparable as an established and complementary OOH measurement partner for billups' planning and verification products.

Broad incumbents

• Posterscope (dentsu): Posterscope is dentsu's global OOH specialist network offering planning, buying, and analytics for advertisers and agencies. Comparable to billups as one of the long-standing global OOH managed services specialists with measurement capabilities, serving overlapping brand and agency RFPs.
• Kinetic (WPP): Kinetic is WPP's global OOH specialist agency, part of GroupM, offering media planning, buying, and increasingly measurement across all OOH formats worldwide. Comparable to billups as a global OOH managed services competitor; backed by WPP's broader media-buying scale.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCvxtx8EasL8kD9-Lr7RO5KQ
• LinkedInlinkedin.com/company/billups
• Instagraminstagram.com/billups?igsh=MTN6ZjRhZ2g2YWU4cA==
• Xx.com/billups

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles17 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A8 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about billups