Pladway Srl

What Pladway Srl does

Pladway Srl is an Italian adtech company founded in 2018 that operates a native programmatic Digital Out-of-Home (DOOH) fullstack platform, combining DSP and SSP capabilities to enable automated, real-time buying and selling of outdoor and in-store radio advertising inventory based on real-life audience data. The company runs a two-sided marketplace: media owners and publishers connect supply on the SSP side, while advertisers, brands, and agencies execute audience-targeted campaigns on the DSP side. The platform is positioned as the first native programmatic DOOH platform in Italy, with claimed coverage of 18,000+ screens across 150 cities and a product portfolio spanning the Pladway Programmatic DOOH Platform, DSP, SSP, In-Store Radio Advertising, Always On DOOH, Airport DOOH Solutions, Shopping Mall DOOH, and the PharmaPix Network. Integration with Broadsign Reach (80,000+ screens across 82 countries) and The Trade Desk extends reach to international inventory and omnichannel demand.

The company's business model is a marketplace transaction model: Pladway earns fees or commissions on programmatic ad transactions flowing through its platform, complemented by services around audience targeting, campaign optimization, and measurement (including a computer-vision partnership with Blimp). Pladway is a wholly-owned subsidiary of Voilàp Holding since 2020 and is headquartered in Milan, Italy. Named advertiser logos on its marketing material include Deutsche Bank, Nike, Coca-Cola, Amazon, IKEA, Disney, IBM, Audi, ENI, Barilla, McDonald's, and Tourism Tasmania, indicating enterprise-grade demand-side adoption, though the absolute revenue base is not disclosed.

Name

Pladway Srl

Legal name

Pladway S.r.l.

Website

https://pladway.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Pladway Srl is an Italian adtech company operating a native programmatic fullstack platform for Digital Out-of-Home and in-store radio advertising, serving publishers and advertisers through combined DSP and SSP capabilities with the largest programmatic DOOH inventory in Italy.

Ownership category

akta.pro rank

Product category

Programmatic Digital Out-of-Home Advertising

NAICS

Media Buying Agencies (54183)

akta.pro primary industry

Digital Out-of-Home (DOOH) Advertising (MPAAAKAB)

akta.pro secondary industries

Demand-Side Platforms (DSP) (BPAMALAB), Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB), Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)

Keywords

• Programmatic DOOH
• Digital out-of-home
• Advertising technology platform
• Outdoor media buying
• Programmatic advertising

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Programmatic advertising platform fees: Pladway operates a programmatic DOOH platform serving both publishers (supply side) and advertisers/buyers (demand side). The platform charges fees for access to its DSP and SSP capabilities, facilitating automated transactions between buyers and publishers of outdoor and in-store advertising inventory. Transactions are fully automated and based on real-life audiences.
2. DOOH and In-Store Radio advertising inventory: Pladway enables publishers to monetize their digital screen inventory (DOOH, in-store digital, in-store radio) through programmatic sales, taking a commission or transaction fee on each campaign delivered. The platform covers malls, airports, transit, pharmacies, and other venues.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Pladway operates a native programmatic Digital Out-of-Home (DOOH) fullstack advertising technology platform combining DSP (Demand-Side Platform) and SSP (Supply-Side Platform) capabilities. The platform enables media buyers, brands, and agencies to purchase outdoor and in-store radio inventory in real-time, automated mode based on real-life audience data, while allowing publishers and media owners to monetize their digital screen networks programmatically.

Product overview

Pladway Srl is an adtech platform operating in Digital Out Of Home (DOOH) and In-Store Radio advertising. The company's offering is a unified full-stack platform that combines DSP (Demand-Side Platform) and SSP (Supply-Side Platform) capabilities for programmatic advertising. The platform serves both media buyers/agencies (through the DSP) and publishers/media owners (through the SSP), enabling automated real-time buying and selling of outdoor and audio inventory. Core products include the Pladway Programmatic DOOH Platform, In-Store Radio Advertising, and specialized solutions such as Always On DOOH (with IGPDecaux/VIOOH), Airport DOOH Solutions, Shopping Mall DOOH, and the PharmaPix pharmacy network. The platform connects to multiple SSP partners including Broadsign Reach, VIOOH, and direct publisher networks to provide access to thousands of digital screens across Italy and internationally.

Differentiator

Problem solved

Functional benefit

Products and services

• Pladway Programmatic DOOH Platform Full-stack programmatic advertising platform for Digital Out-of-Home and In-Store Radio advertising. Enables media buyers to purchase outdoor and audio inventory in real-time and automated fashion, while allowing publishers to monetize digital screens programmatically.
• Pladway DSP (Demand-Side Platform) Demand-side platform enabling media buyers, brands, and agencies to plan, buy, and manage programmatic DOOH campaigns. Provides access to real-time bidding, audience targeting, and campaign optimization across connected publisher inventory.
• Pladway SSP (Supply-Side Platform) Supply-side platform enabling publishers and media owners to monetize digital OOH inventory programmatically. Supports real-time inventory management, deal automation, and integration with demand-side partners.
• In-Store Radio Advertising Programmatic advertising solution for in-store audio/radio placements. Enables brands to reach consumers in nearly 1,000 points of sale across Italy with targeted audio advertising content.

Quantifiable outcome

• Nearly 100% of Italian programmatic Out-of-Home campaigns were delivered through Pladway's platform in 2019, establishing market leadership
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered flagship, core and regional.

• The Trade DeskflagshipGTM or Marketing Partner · 1 July 2024In July 2024, Pladway announced a partnership with The Trade Desk, making Pladway the first platform to guarantee The Trade Desk's omnichannel media buyers access to programmatic DOOH inventory in Italy. The Trade Desk (NASDAQ: TTD) is a global cloud-based advertising technology company enabling brands to plan, manage, and optimize campaigns across digital formats including DOOH.
• Sky MediacoreStrategic or Co-development Partner · 1 January 2022Sky Media (advertising agency of Aeroporti di Roma) partnered with Pladway to introduce programmatic buying for DOOH advertising at Rome's Fiumicino and Ciampino airports. Through this partnership, advertisers can plan 100% customized programmatic campaigns targeting premium business and leisure travelers at Rome's airports. Pladway supports Sky Media and ADR's technical and consulting needs for programmatic planning.
• MacropixcoreTechnology or Integration · 1 January 2022Pladway partnered with Macropix (a Milan-based LED display manufacturer) to launch the PharmaPix network — a 100% programmatic DOOH network in pharmacies. Macropix's screens across 100 stores in 66 cities across 12 Italian regions are managed exclusively through Pladway's SSP platform, qualifying Macropix as a new DOOH operator offering fully programmatic screen inventory.
• VIOOHcoreTechnology or Integration · 1 June 2021VIOOH is Pladway's SSP partner for the Always On DOOH solution launched in Italy in June 2021 in partnership with IGPDecaux. VIOOH provides the SSP infrastructure that enables Pladway's DSP users to access IGPDecaux's Always On (evergreen) programmatic deals for metro, airport, and street furniture screens.
• IGPDecauxcoreChannel Partner/ Reseller/ Distributor · 1 June 2021IGPDecaux partnered with Pladway and VIOOH to launch the Always On DOOH solution in Italy, making IGPDecaux's digital inventory (metros, airports, street furniture) available via programmatic deals through Pladway's DSP. IGPDecaux is one of Italy's largest OOH media owners.
• Broadsign ReachflagshipTechnology or Integration · 1 May 2021In May 2021, Pladway and Broadsign announced a strategic integration combining Broadsign Reach SSP (supply-side) with Pladway's DSP. This integration gives Pladway access to Broadsign's global inventory of 80,000+ premium screens across 82 countries delivering 76 billion impressions per month. The partnership enables brands and agencies to plan globally scalable, high-impact, measurable programmatic DOOH campaigns.
• PikassoregionalChannel Partner/ Reseller/ Distributor · 1 May 2021Pladway and Pikasso launched a collaboration for programmatic DOOH in the Middle East region. Pikasso is a leading OOH media operator in the Middle East, and through this partnership, Pladway extends its programmatic DOOH offering to the Middle East market.
• Voilàp HoldingcoreStrategic or Co-development Partner · 1 January 2020In 2020, Voilàp Holding acquired Pladway to support the company's expansion into international markets and new channels. This acquisition brought Pladway into the Voilàp Digital division alongside companies Imecon and MotIQa. The new management invested in Pladway's growth and evolution while maintaining its founding values.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• VIOOH: VIOOH is a programmatic DOOH supply-side platform that connects media owners with buyers. It is both a competitor and a partner of Pladway (Pladway accesses IGPDecaux inventory via VIOOH's SSP), making it a directly comparable programmatic DOOH platform operating globally.
• Hivestack: Hivestack is a leading global programmatic DOOH adtech company offering both DSP and SSP capabilities, directly comparable to Pladway's fullstack model. It operates across multiple geographies with a focus on automation and audience-based buying in outdoor media.
• Vistar Media: Vistar Media provides a programmatic DOOH platform serving both demand and supply sides with real-time bidding and audience targeting. Directly comparable to Pladway as a full-stack DOOH adtech platform serving global brands and media owners.
• Place Exchange: Place Exchange operates a programmatic DOOH SSP/DSP platform enabling media buyers to purchase out-of-home inventory through real-time bidding. It is a directly comparable DOOH programmatic platform competing for the same advertiser and publisher relationships.

Broad incumbents

• The Trade Desk: The Trade Desk is a global omnichannel DSP that partnered with Pladway in July 2024. Although Pladway accesses TTD's demand, TTD also represents a potential competitive threat as it expands its own pDOOH capabilities across global markets.
• JCDecaux: JCDecaux is one of the world's largest outdoor advertising media owners with significant DOOH inventory and a programmatic push through VIOOH (Pladway's SSP partner). Comparable as a dominant OOH media owner whose inventory flows through Pladway's competitors and partners.
• Broadsign: Broadsign is a major digital signage and DOOH SSP operator whose Broadsign Reach platform partners with Pladway's DSP. While broader in scope (CMS, hardware, programmatic), its supply-side programmatic layer directly competes with Pladway's SSP offering.

Emerging players

• Moving Walls: Moving Walls is a programmatic DOOH platform based in Southeast Asia with global ambitions. Comparable to Pladway as an emerging full-stack DOOH adtech player focused on automation and audience-driven buying in outdoor media.

Regional players

• Pikasso: Pikasso is a leading OOH media operator in the Middle East and partner of Pladway for programmatic DOOH in the region. Comparable as a regional OOH operator that has adopted programmatic capabilities via Pladway's ecosystem.
• Stroer: Ströer is a major German OOH media owner and digital advertising operator with its own programmatic DOOH efforts. Comparable as a regional OOH incumbent with substantial European screen inventory that competes for the same advertiser budgets Pladway targets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/pladway

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Pladway Srl