The full-stack programmatic DOOH Pladway platform has become part of the Voilàp group's technology in the out-of-home sector. Thanks to this operation, Voilàp has consolidated its role as a partner and enabler of digital transformation for the Italian and international out-of-home advertising market. Founded in 2018 by a group of Italian entrepreneurs with extensive experience in the sector, Pladway has quickly become the leading platform for the programmatic buying and selling of out-of-home spaces thanks to its independence and its proprietary technology, developed in partnership with the main market players to be perfectly aligned with their needs. Its DSP and SSP services are now used with great satisfaction by out-of-home buyers and publishers, who value its simplicity and quality, as well as its real-time support and onboarding service.
Marco Orlandi, Head of Digital Transformation of the Voilàp group since the beginning of 2020 and previously Head of Innovation at Grandi Stazioni Retail, has been appointed as head of the company. Orlandi will be supported in the company's development by some of the founders of Pladway, who will continue their collaboration.
Valter Caiumi, Chairman & CEO of the Voilàp group, had this to say about the acquisition of Pladway: "We are pleased to have further consolidated the positioning of the Digital Solutions Division in line with the investments made in recent years. Pladway is a well-known Italian excellence, and its integration into the Voilàp group will accelerate the internationalisation plan for the platform and business model".
Fabio Vairani, Director of the Digital Division of the Voilàp group, added: "The addition of Pladway to the Digital Solutions division is a natural complement to the technological range in the out-of-home sector, and allows us to boost its profile as an independent digital enabler for the advertising and Smart Cities markets. We will make our resources available to Pladway to foster its growth and global vision in a market – programmatic out-of-home – that is emerging from the downturn at a faster pace than neighbouring market segments".
