Advertising technology company Perion, with presence in the US and Israel has at the World Out of Home Organization (WOO) European Congress revealed a collection of high-quality features tailored to programmatic digital out-of-home (DOOH) advertising. The refreshed tools tap into AI-native execution infrastructure to close operational gaps.
To be exact campaign planning, inventory delivery, and performance measurement. This initiative works against the conventional fragmentation in the outdoor advertising domain. Through replacement of manual, disconnected processes with a unified programmatic workflow, the changes intend to transform the way brands and media agencies discover premium inventory, secure ad delivery, and evaluate multi-market campaign results.
Core Infrastructure Updates: Planning, Activation, and Analytics
The expanded ad tech suite inside the Perion platform introduces three specialized components engineered to create a more cohesive programmatic ecosystem:
- Natural Language Media Planning: Under the module named Ask Perion, the platform deploys an agentic conversational assistant. Rather than manually configuring complex parameters across separate interfaces, media buyers can enter campaign goals, budget constraints, target audiences, and regional parameters using everyday language. The system then generates a complete, structured media plan specifying cities, screen formats, venue categories, and audience segments within minutes.
- Guaranteed Inventory Integration: The DOOH SOV (Share of Voice) feature introduces a unified campaign framework within the Perion One portal. This mechanism addresses a major industry bottleneck—namely, that roughly 75% to 80% of outdoor advertising transactions remain tied to manual direct bookings. The new capability allows publishers to govern guaranteed share-of-voice placements and individual screen pacing within the exact same software stack utilized for programmatic real-time bidding, removing the need for duplicate booking pipelines.
- Workflow-Integrated Measurement: Through Curated Measurement, Perion embeds performance tracking directly into the activation layer. Instead of requiring advertisers to manually aggregate siloed, third-party attribution data weeks after a campaign concludes, this architecture automatically links planning inputs and screen telemetry with downstream outcome metrics, delivering optimization insights closer to the point of execution.
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Together, these capabilities reflect an industry shift away from fragmented ad operations, replacing layered point solutions with single-platform efficiency that spans from initial discovery to verified marketing outcomes.
Executive Industry Panels at WOO London
In addition to the product launches, Perion leadership will participate in key strategic discussions addressing the future scale of global digital signage networks during the event:
Operational Automation: Will Brownsdon, Managing Director EMEA at Perion, will join industry executives for a breakout panel titled “Automation vs Programmatic: True Driver of Scalable Growth.” The session explores whether long-term market expansion relies on building more programmatic pipes or reducing friction between planning and final execution.
Schedule: Friday, June 5, 9:10 AM – 10:00 AM BST.
Global Audience Metrics: Ichiro T. Jinnai, President of Perion Japan, will speak on a panel titled “The big global moves in AUM” within the broader Accelerating Audience Measurement and Minimum Standards track. The panel focuses on establishing unified global frameworks for outdoor media verification.
Schedule: Friday, June 5, 11:10 AM – 12:00 PM BST.
Attendees looking to review live demonstrations of conversational planning and integrated publisher workflows can visit the Perion showcase located at Booth 7 within the Platinum Exhibition Area throughout the duration of the Congress. Complete product specifications and deployment documentation are accessible online at perion.com.