Lemma and AdXact Announce Strategic Partnership to Drive Transparency and Efficiency in Cross-Team CTV/pDOOH Buying and Planning
Partnership Enables Seamless Omnichannel Advertising with Enhanced Transparency and Expanded pDOOH Inventory Access
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NEW YORK AND LITTLETON, CO—JANUARY 29, 2025—Lemma, a leading omnichannel platform for emerging media, and AdXact, a forwardly place innovative demand-side platform (DSP + SSP) powered by AdXcelerant for digital out-of-home (pDOOH) media + CTV omnichannel crossover planning and buying, have announced a new strategic partnership aimed at transforming the way teams buy and plan cross-platform advertising across emerging CTV and programmatic DOOH (pDOOH) landscapes. This collaboration will offer transparent cross-team buying and planning opportunities, delivering an enhanced return on advertising spend (ROAS) through a streamlined omnichannel approach.
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The partnership unlocks new opportunities for success across buying teams by granting Lemma greater access to aggregated pDOOH inventory, streamlining the planning, reporting, and execution processes. Clients will gain from an enhanced offering that spans diverse DOOH categories, including retail media, bar and restaurant venues, commuter and transit hubs, rideshare vehicles, and street-level locations, ensuring effective audience reach across various touchpoints.
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By harnessing AdXact’s advanced DSP technology, the collaboration enables the creation of highly customized campaigns for DOOH partners. AdXcelerant offers access to hundreds of thousands of DOOH screens, empowering brands to connect with their target audiences more effectively. This integration of compelling content and strategically placed ads is set to elevate campaign performance, driving higher engagement and improved ROAS for clients.
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“By working together, we’re breaking down silos and offering a more integrated approach to digital out-of-home media planning,” said Angelina Marmorato, AVP of Sales and Partnerships at Lemma. “This partnership will provide our clients with seamless omnichannel buys and access to a wider range of pDOOH inventory, creating more impactful advertising opportunities with improved reporting and transparency.”
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“Our mission has always been to simplify the buying process and create more efficient programmatic solutions for our clients,” said Dan Ryan, CEO of AdXcelerant. “This partnership with Lemma enables us to offer cross-inventory planning in CTV and pDOOH, unlocking diverse audience reach for all teams. By consolidating inventory into a single buying stream, we streamline the process and deliver bigger ROAS, providing advertisers with a unified and more impactful solution in these rapidly expanding sectors.”
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Together, Lemma and AdXact are leading the way in converting CTV and pDOOH demand buying and planning into a cohesive and efficient process. The partnership opens the door to one-stop buying lanes for omnichannel offerings in this rapidly growing and dynamic space.
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“At ReachTV, we’re passionate about unlocking the potential of cross-channel digital video advertising by connecting our premium travel audience with omnichannel opportunities. Partnering with AdXact, we’re excited to deliver ROAS-focused campaigns that drive results, blending the unmatched reach of DOOH in high-impact travel environments with the precision and measurability of CTV. Together, we’re shaping a future where advertisers can seamlessly engage audiences and maximize campaign value across every screen,” said Bob Gruters, President of ReachTV.
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About Lemma
As a leading omni-channel platform for emerging formats, Lemma offers brands, advertisers, DSPs and media owners unparalleled control, scale, efficiency, and flexibility for driving business growth through emerging media. Our suite of products enables marketers and media owners to unlock the full potential of diverse advertising channels seamlessly. With a global presence and an emerging footprint in North America and EMEA, Lemma’s Supply Side Platform (SSP) integrates programmatic buying in DOOH, CTV, and other emerging formats, empowering advertisers to create engaging campaigns that resonate across multiple touchpoints.
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About AdXcelerant
AdXcelerant is a pioneering advertising platform specializing in DOOH and CTV planning and buying solutions. Through cutting-edge technology and strategic collaborations, AdXcelerant connects advertisers with premium inventory, delivering measurable impact and unlocking new opportunities in the evolving digital advertising landscape. Streamlining the cross channel planning and opening up strategic omnichannel ROAS for buyers and brands.
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Media Contacts
John McCartney
JMAC PR for Lemma
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Robert O’Rourke / Jenna Harris
AdXcelerant/AdXact
