Adapt media
Adapt Media is a Canadian out-of-home (OOH) and digital out-of-home (DOOH) advertising company that sells place-based ad placements across convenience stores, government service centres, Indigenous communities, multicultural grocery stores, and transit networks, serving 400+ enterprise and mid-market advertisers with mobile polygon geo-targeting and programmatic buying.
- Company typePrivate
- Founded1998
- HeadquartersToronto, Canada
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Adapt media does
Adapt Media Inc. is a privately held Canadian out-of-home (OOH) and digital out-of-home (DOOH) advertising company founded in 1998 and headquartered in Toronto. It sells advertising placement across a national, multi-venue network spanning convenience stores (Circle K, Hasty Market, INS Market, Gateway Newstands, plus independent operators), government service centres (Alberta Registries, DriveTest Ontario, ServiceOntario), Indigenous communities (630 First Nations, Métis, and Inuit locations), multicultural grocery stores in the Greater Toronto Area, transit systems in Chatham-Kent and Timmins, and bespoke mural networks in Toronto, Edmonton, and Vancouver. The company advertises one billion-plus monthly impressions across more than 8,000 Canadian communities and 400+ active advertiser relationships.
The company's technology layer is built around two data properties: Mobile Polygonning, a precision geofencing capability accurate to approximately 3 feet (0.91 m) that is powered by sister-company Chameleon Digital Media's location dataset covering 1.6 billion devices across 44 countries, and Programmatic DOOH, which makes the network's digital inventory available through all major Canadian supply-side platforms via open exchange and private marketplace. Attribution and predictive analytics are delivered through a strategic partnership with Datalytica, providing real-time dashboards that connect OOH exposure to mobile retargeting, in-store visitation, and conversion outcomes.
Adapt Media operates a hybrid sales-led and enterprise-direct go-to-market model with a small internal sales organization and DOOH strategy/programmatic leads; pricing is CPM-based with multi-year contracts, supported by a public CPM calculator and a national "Expert Operations" team that travels to deploy bespoke builds. Revenue is generated from traditional OOH poster sales, programmatic DOOH transactions, custom/bespoke network deployments, and mobile retargeting/footfall attribution services sold as measurement add-ons. Corporate social initiatives, including the iDREAM grant program (founded 2023, providing up to $1 million annually in donated advertising space to BIPOC communities) and a broader philanthropy track, are operated alongside commercial activity. The company is privately held with no institutional funding rounds disclosed in the available data.
Adapt media firmographics
Firmographics- Name
- Adapt media
- Legal name
- Adapt Media Inc.
- Website
- https://adaptmedia.com
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adapt Media is a Canadian out-of-home (OOH) and digital out-of-home (DOOH) advertising company that sells place-based ad placements across convenience stores, government service centres, Indigenous communities, multicultural grocery stores, and transit networks, serving 400+ enterprise and mid-market advertisers with mobile polygon geo-targeting and programmatic buying.
- Ownership category
- akta.pro rank
Adapt media industry classification
Industry- Product category
- Out-of-Home Advertising
- NAICS
- Indoor and Outdoor Display Advertising (54185), Media Buying Agencies (541830)
- SIC
- Services-Advertising (7310), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)
- akta.pro secondary industries
- OOH Media Planning, Buying & Inventory Aggregation (BPAFALAJ), OOH Production, Printing & Installation Services (BPAFALAL), Experiential OOH & Ambient Media (Guerilla, Pop-Ups) (MPAAAKAH)
Keywords
Where Adapt media is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Adapt media business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- OOH Advertising Sales: Traditional out-of-home advertising sales across convenience stores, government service centres, transit, and retail locations. Includes static poster placements and digital screen advertising with national scale and neighbourhood-level targeting.
- Programmatic DOOH: Automated buying and selling of DOOH inventory through SSP partnerships. Inventory available via open exchange and private marketplace on all major Canadian SSP platforms.
- Bespoke/Custom Networks: Custom network development services for brands requiring OOH presence in specific geographic areas or unconventional locations. Includes custom mural advertising in downtown cores (Toronto, Edmonton, Vancouver).
- Mobile Geolocation Services: Polygonning technology, mobile retargeting, and footfall attribution services. Data analytics sold as measurement and insight services to prove campaign efficacy and extend OOH campaigns via mobile audience targeting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Multi-year contract | CPM-based pricing for OOH and DOOH campaigns |
Go-to-market motion3 records
Distribution channels8 records
Marketing channels8 records
Adapt media product offering
Product offeringCore offering
Adapt Media sells out-of-home (OOH) and digital out-of-home (DOOH) advertising inventory across Canada, operating a national network of more than 15,000 placements in convenience stores, government service centres, transit, multicultural grocers, and Indigenous communities. The company monetizes these placements through direct enterprise sales and programmatic SSP channels, and offers proprietary Mobile Polygonning technology and a Datalytica-powered attribution dashboard to deliver geotargeted campaigns with closed-loop measurement.
Product overview
Adapt Media is a Canadian out-of-home (OOH) and digital out-of-home (DOOH) advertising company founded in 1998, delivering national scale with over 1 billion monthly impressions across more than 8,000 communities. The portfolio is organized around five core network categories: Convenience Store Advertising Network (Circle K, Hasty Market, INS Market, Gateway Newstands, Independent Convenience Stores), Government Network (Alberta Registries, DriveTest Centres, ServiceOntario), Indigenous Media Network, Multicultural Grocery Network, and Transit Advertising Networks (Chatham-Kent, Timmins). Supporting the core networks are customized offerings including Custom Wall Mural Network and National Bespoke Networks for tailored builds. Technology and data products—Mobile Polygonning and Programmatic DOOH—enable precision geotargeting, attribution, and automated buying. Philanthropic initiatives include the iDREAM Grant Program (up to $1M in advertising space for BIPOC communities) and a broader Philanthropy Program. A CPM Calculator tool is also offered. The company reaches everyday Canadians where purchase decisions happen, with attribution powered by Datalytica and Chameleon Digital Media partnerships.
Differentiator
Problem solved
Functional benefit
Products and services
- Convenience Store Advertising Network National network of digital and static advertising placements across Circle K, Hasty Market, INS Market, Gateway Newstands, and independent convenience stores in Canada, reaching consumers at point-of-purchase. Sold to enterprise CPG, telecom, gaming, and consumer brand advertisers.
- Government Network DOOH and static advertising placements at Alberta Registries (30 screens), DriveTest Centres (74 screens across 56 locations), and ServiceOntario locations, targeting adults aged 18-54 during high-dwell waiting periods. Sold to government agencies and consumer brands.
- Indigenous Media Network Advertising network reaching First Nations, Inuit, and Métis communities across Canada through community Friendship Centres, band offices, and retail locations in hundreds of rural neighbourhoods, with creative authorized by community representatives. Sold to government, nonprofit, and consumer brands seeking to reach Indigenous audiences.
- Multicultural Grocery Network Digital out-of-home advertising network targeting Asian and South-Asian consumers at 19 multicultural grocery stores in the Toronto and GTA area, with 164 digital screens at point-of-purchase locations (expected 224 by end of 2024). Sold to brands seeking multicultural audiences aged 20-40 with $75K-$150K household income.
- Transit Advertising Networks Transit advertising placements in Chatham-Kent and Timmins, Ontario, including bus wraps, transit shelter frames, bench advertising, and terminal video screens reaching commuters and residents. Sold to brands and municipalities seeking out-of-home reach in Ontario transit corridors.
- Custom Wall Mural Network Hand-painted, large-format murals in downtown core locations at busy intersections in Toronto, Edmonton, and Vancouver, targeting Gen Z consumers who stop, photograph, and share the artwork on social media. Sold to brands seeking shareable out-of-home visual placements.
- National Bespoke Networks Custom OOH advertising builds across Canada, including remote and underserved markets where other media suppliers cannot reach, tailored to specific geographic and audience requirements. Sold to enterprise brands such as McDonald's, Telus, APTN, and Shaw.
- Mobile Polygonning Geolocation-based targeting and attribution service using precision polygon technology accurate to ~3 feet, drawing virtual boundaries around buildings to identify mobile device IDs as consumers enter and exit. Enables geo-targeted ad delivery, footfall attribution, pathing, and mobile audience extension for OOH campaigns. Sold to advertisers using Adapt's OOH networks.
- Programmatic DOOH Programmatic buying platform enabling automated purchase of Adapt Media's DOOH inventory through Canada's major SSPs via open exchange or private marketplace, supporting dynamic creative triggered by time of day, weather, and other real-time conditions. Sold to media agencies and mid-market programmatic advertisers.
Quantifiable outcome
- 30% year-over-year sales lift for Excel Gum (Mars Wrigley) on Circle K network, delivering 53.8 million impressions over 8 weeks
- +4 more outcomes
Companies that use Adapt media
Customer profileNamed customers18 records
Segments6 records
Ideal customer profiles5 records
Adapt media technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability5 records
Feature5 records
Adapt media partnerships and signals
Strategic signalPartnerships
19 partnerships are on record, tiered core, minor and major.
- DatalyticacoreStrategic partnership providing advanced analytics, machine learning models, and predictive insights for measuring campaign effectiveness across OOH and mobile. Datalytica provides real-time dashboards enabling mid-campaign optimization for maximum ROI, integrating first-party location data with Adapt's inventory to give brands deeper visibility into consumer behaviour.
- Chameleon Digital MediacoreSister company providing location-based analytics, geotargeting data, and mobile retargeting capabilities. Analyzes location data of over 1.6 billion people across 44 countries. Provides precise virtual polygon technology accurate to ~3 ft (0.91m) for geo-targeting and footfall attribution.
- COMMB (Canadian Out-of-Home Marketing and Measurement Bureau)coreIndustry association for out-of-home advertising in Canada. Adapt Media is a valued member and Frank Aballini serves on COMMB's board of directors with 16 other media executives.
- DPAA (Digital Place-Based Advertising Association)minorGlobal trade organization for digital place-based media. Adapt Media joined as a member to engage with industry peers and promote the DOOH channel.
- Circle KcoreExclusive advertising partnership with Circle K convenience stores. 3,600+ digital screens in 2,000+ locations across Canada plus 635 Couche-Tard locations in Quebec. Part of international chain operating in 20 countries with 14,800 locations worldwide.
- Hasty MarketmajorOntario-born convenience chain with 150 locations across the province. Adapt Media has installed screens in front windows (AMP screens) and at cash registers (POP screens) across the Greater Toronto and Hamilton Area.
- INS Marketmajor99 modern convenience stores in the high-traffic heart of the GTA, Southwestern Ontario, Alberta, and British Columbia. Screens installed in front windows and at point-of-purchase positions by cash registers.
- Gateway NewstandsmajorExclusive newsstand retailer in North America's third largest transit system - TTC & GO Transit (Metrolinx) network. 160 stores, 2.2M daily commuters, 37 digital screens across 25 TTC stores and 12 PATH locations.
- Independent Convenience StorescorePartnership with thousands of independent convenience stores across Canada. 66% of Canadian convenience retail locations are operated by independent owners. National scale with both static and digital options in each province and territory.
- Alberta RegistriesmajorAdvertising network in Alberta registry offices where almost every Albertan passes through at least once a year. 30 total screens across Calgary (18), Edmonton (3), Chestermere (2), Cochrane (2), Red Deer (2), Vegreville (1), Beiseker (1), and Airdrie (1).
- DriveTest Ontariomajor74 digital screens in waiting rooms across 56 DriveTest Ontario Centres. Reaches Gen Z and new Canadians with 30+ minute dwell time. 800K+ Ontarians visit monthly, with 725K road tests, 588K written tests, and 600K driver's licenses issued annually.
- ServiceOntariomajorDigital screen advertising in ServiceOntario centres across GTA and Southwestern Ontario. Reaches Ontarians seeking driver's license renewals, health card renewals, birth/marriage/death certificates. Screens located in Amherstburg, Beaverton, Brampton, Exeter, Fergus, Guelph, London, Mississauga, Oakville, Pickering, Waterloo, Windsor, and more.
- Multicultural Grocery StoresmajorPartnership with 19 Toronto and GTA multicultural grocery stores featuring 164 screens targeting Asian and South-Asian consumers aged 20-40 with $75K-$150K household income. Expecting 224 screens by end of 2024.
- Municipality of Chatham-KentminorTransit shelter advertising in Chatham-Kent, Ontario (#1 growth city in Canada) with population over 110,000. Strategically placed shelters provide community advertising opportunities.
- Timmins TransitminorTransit advertising in fourth largest city in Northeastern Ontario. 19 buses with wraps, 15 transit benches, 7 shelters, 3 large video screens in transit terminals, and 1 million+ riders annually.
- Ontario Convenience Store Association (OCSA)majorPartnership to expand OOH inventory through Ontario convenience stores, providing brands with enhanced access to the convenience retail environment.
- IneominorDeal to market DOOH inventory to Adapt Media's client base, expanding distribution of Adapt's digital out-of-home advertising inventory.
- Major Canadian SSPscorePartnerships with all major Canadian SSPs enabling programmatic access to Adapt's DOOH inventory via open exchange and private marketplace.
- Rabba Fine FoodsminorPartnership with Rabba Fine Foods convenience stores for digital screen network with time and weather-based advertising capabilities.
Scale indicators11 records
Recent moves9 records
Expansion highlights6 records
Adapt media competitors and assessment
Company assessmentDirect peers
- PATTISON Outdoor Advertising: Largest Canadian out-of-home advertising company with national transit, billboard, and digital OOH inventory. Direct competitor in the Canadian OOH market, particularly for national brand campaigns targeting Canadian consumers in motion.
- Vistar Media: Leading programmatic DOOH supply-side platform operating in the same programmatic DOOH space where Adapt makes its inventory available via Canadian SSPs. Direct competitor for programmatic DOOH budgets and similarly focused on measurement/attribution tooling (Vistar Verify).
- Place Exchange: Programmatic DOOH supply-side platform and ad server enabling automated buying of digital out-of-home inventory. Direct competitor for programmatic pDOOH campaigns in the same channel as Adapt's programmatic DOOH offering.
- Broadsign: Canadian-founded DOOH software and ad-serving platform that powers digital signage and place-based media networks. Direct peer operating in the same Canadian DOOH ecosystem; competes for the same retailer/media-owner partners and agency budgets.
Broad incumbents
- Lamar Advertising Company: One of North America's largest outdoor advertising operators with billboard, transit, and digital OOH inventory. Broad incumbent in the same OOH/DOOH category with overlapping brand and agency relationships, but much larger US-centric footprint.
- JCDecaux: Global leader in out-of-home advertising with extensive street furniture (bus shelters, kiosks) and DOOH inventory. Broad incumbent operating in the same DOOH category with subway/transit and roadside placements comparable to Adapt's convenience and transit networks.
- Outfront Media: US-focused outdoor advertising company with billboard, transit, and digital OOH inventory, also operating in Canada. Broad incumbent in the same OOH category with comparable agency sales motion and measured-campaign capabilities.
Regional players
- Stingray Advertising: Canadian in-store and place-based digital media company operating retail media networks in Canadian retailers. Regional competitor for point-of-purchase and in-store advertising budgets targeting Canadian consumers, overlapping with Adapt's convenience store network.
- RTBI Retail Media: Canadian retail trade media network operating advertising and measurement within retail environments. Regional peer operating in the same place-based retail media space across Canada, competing for similar CPG and brand budgets.
Emerging players
- Shelfbucks: Retail media and in-store analytics platform focused on measuring shopper behavior at point-of-purchase. Emerging player with partial overlap to Adapt's point-of-purchase attribution and mobile retargeting stack.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Adapt media social profiles
Digital presenceAdapt media financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adapt media leadership team
Management profileNumber of profiles
Profiles5 records
Adapt media funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adapt media M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adapt media
What does Adapt media do?
Adapt Media sells out-of-home (OOH) and digital out-of-home (DOOH) advertising inventory across Canada, operating a national network of more than 15,000 placements in convenience stores, government service centres, transit, multicultural grocers, and Indigenous communities. The company monetizes these placements through direct enterprise sales and programmatic SSP channels, and offers proprietary Mobile Polygonning technology and a Datalytica-powered attribution dashboard to deliver geotargeted campaigns with closed-loop measurement.
Is Adapt media a public or private company?
Adapt media is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adapt media founded?
Adapt media was founded in 1998. It employs 11 to 50 people.
Where is Adapt media based?
Adapt media is headquartered in Toronto, Canada, in the North America region.
How does Adapt media make money?
Four revenue lines are on record. OOH Advertising Sales are the primary driver. The others are programmatic DOOH, bespoke/Custom Networks and mobile Geolocation Services.
Who are Adapt media's main competitors?
Direct peers on record are PATTISON Outdoor Advertising, Vistar Media, Place Exchange and Broadsign. Broad incumbents are Lamar Advertising Company, JCDecaux and Outfront Media. Regional players are Stingray Advertising and RTBI Retail Media. Shelfbucks is listed as an emerging player.
Does Adapt media have an API?
No public API is recorded for Adapt media.
What industry is Adapt media in?
Adapt media's product category is Out-of-Home Advertising. Its primary akta.pro industry code is MPAAAKAB, Digital Out-of-Home (DOOH) Advertising, with a secondary code of BPAFALAJ, OOH Media Planning, Buying & Inventory Aggregation. Its NAICS code is 54185 and its SIC code is 7310.