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Pladway, Italy's leading Digital Out-of-Home (DOOH) programmatic company, and Pikasso, the leader in Out-of-Home Advertising (OOH) in the Levant, North and West Africa and the Caucasus, announce the launch of a commercial and technological partnership.

The agreement will give Italian brands access to high quality DOOH inventory in countries where commercial ties with Italy are already widely developed from Consumer products, Fashion and Textiles to Furniture, Home Electronics, Automotive & Automation.

Part of Voilàp Holding, Pladway operates as DSP and SSP for DOOH and In-Store advertising, enabling ads to be delivered with simplicity and in a short time. Pladway's platform has already established itself in the national ecosystem and, through partnerships such as the one with Pikasso, intends to expand its global footprint.

To serve Italian exporting companies, Pikasso will dedicate an Italian-speaking support team and multilingual sales materials. Antonio Vincenti, CEO of Pikasso commented: “For this second step into Programmatic we have selected Pladway that has an unrivalled position in Italy, this allowing us to reach out to hundreds of Italian brands that are among the consumers preferred ones by category in the seven markets where Pikasso DOOH screens have been connected to Pladway SSP.”

Marco Orlandi, CEO of Pladway said with satisfaction: "We are delighted that Pikasso was the first to embrace Pladway's new internationalisation strategy. Through this integration, Italian brands will be able to easily extend their communication to Pikasso's strategic markets in the Levant, North & West Africa and the Caucasus. This step confirms the direction taken in recent months by Pladway to establish itself as a global player in a fast-growing market such as Out of Home programmatic.”