OUTFRONT Media Inc., one of the largest and most trusted out-of-home (“OOH”) media companies in North America, announced a strategic partnership with Amazon Web Services (“AWS”) to modernize OOH planning and buying through AI-enabled workflows.
The initiative will enable the planning, purchasing, and measurement of static and digital OOH inventory end-to-end using natural language via intelligent agents. This collaboration will position OUTFRONT at the forefront of OOH’s digital transformation, creating new opportunities and advancing the way agencies and brands access, transact, and measure media in smarter, more efficient ways.
“This is not just a modernization effort, it’s a structural leap for the OOH industry,” said Premesh Purayil, Chief Technology Officer at OUTFRONT Media. “We’re excited to tap into the flexibility, reliability, and scalability of the world’s leading cloud, which will give agencies the ability to access OOH inventory in real time, execute buys through AI-native workflows, and measure campaign performance within the same omnichannel stack they’re used to in digital media.”
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This initiative is designed to bridge the connection between OOH and digital and programmatic tools, bringing the category into much closer alignment with online, mobile, and connected TV. Through AWS’s cloud infrastructure and AI services, and utilizing MadConnect’s Model Context Protocol-enabled agentic workflows, agencies will potentially deliver new efficiencies such as:
- Querying real-time inventory using natural language prompts
- Accessing inventory availability across static and digital formats
- Placing OOH media buys via AI agents – direct and programmatic channels
- Surfacing data-driven insights and optimizing campaigns with AI agents
- Automating reporting and performance analysis within one system
“OUTFRONT has a powerful vision to transform how agencies and brands can use agentic AI to maximize the impact of their investment in out-of-home,” said Rich Geraffo, vice president & managing director, AWS North America. “We’re thrilled to work closely with the OUTFRONT and MadConnect teams to bring that vision to life on AWS and help deliver new capabilities to our mutual customers in the world of advertising.”
OUTFRONT, AWS, and MadConnect are working together to modernize the OOH category, combining OUTFRONT’s scale, AWS’s cloud and AI services, and MadConnect’s AI and data expertise. By standardizing OOH inventory for programmatic platforms and AI agents, the partnership will transform a traditionally manual channel into a digitized, cloud-enabled marketplace, driving greater efficiency, transparency, and long-term growth.
“We believe this moment will be remembered as the point when OOH moved from the periphery of media planning into the heart of the digital ecosystem,” said Bob Walczak, CEO of MadConnect. “It’s not just about digitizing, it’s about rethinking how media gets planned, bought, and measured through the lens of an AI-enabled infrastructure.”
The longer-term vision driving this collaboration is for agencies and brands to be able to plan, purchase, and measure all aspects of their campaigns via one connected workflow through:
- Media Inventory and Data Integration: OUTFRONT’s formats, locations, pricing, availability, audience indexing and measurement.
- MadConnect Intelligent Connectivity Layer: Connects agencies to OUTFRONT on-demand and automates the building, orchestration, and maintenance of API connections across the AdTech/MarTech ecosystem.
- Full OOH Coverage: Both static and digital OOH will be included, bringing scale and visibility to areas previously out of reach.
OUTFRONT has begun discussions with key clients, including the holding companies, for omnichannel integration into their planning systems, with new developments to be announced as they become finalized.
SOURCE: PRNewswire