Perion Taps into the World’s Largest DOOH Market, Estimated at $5.2B through a new partnership with Way.io, its First Domestic DSP in China

We are pleased to announce that Hivestack, our digital out-of-home (DOOH) platform, has partnered with Way.io, China, marking our first domestic Demand Side Platform (DSP) collaboration in China. 

Way.io focuses on delivering programmatic advertising solutions that enhance efficiency for brands and performance-oriented advertisers through quantitative algorithms. Its platform is used by many of the world’s largest brands, agencies, media owners, and demand partners, including Alibaba, JD, NANFU, VIP.com, Meituan, and supply partners like Bytedance, Tencent, Baidu, Kuaishou.

Through this partnership, for the first time, Way.io customers in China can activate programmatic DOOH campaigns both in China and globally via Perion’s Hivestack SSP’s worldwide network of premium DOOH inventory. 

Expanding Reach in China’s DOOH Market

With a population exceeding 1.4 billion and spanning 9.6 million square km, China is a vast and diverse market for advertisers. While traditional print and broadcast advertising channels are on the decline, outdoor and internet advertising are flourishing in the country. This growth is driven primarily by rapid technological advancements and a population that is increasingly tech-savvy.

The digital out-of-home (DOOH) advertising landscape in China is primarily dominated by local companies, many of which still operate in a traditional manner. However, with the increasing infrastructure to support programmatic DOOH transactions, the once-manual process has evolved into a streamlined and integrated workflow.

This collaboration marks a significant milestone in leveraging China’s position as the largest DOOH market in the world, with a projected market of $5.2B in 2024, according to Statista.

Hivestack’s platform is already integrated with 16 of the leading DOOH media owners in China, covering an unparalleled network of over 1 million screens across more than 93k sites and generating access to 203 billion impressions amongst a variety of audiences and popular advertising seasons.

Tal Jacobson, Perion CEO

“This strategic alliance with Way.io brings new opportunities to China’s substantial digital landscape, offering unparalleled access to global digital DOOH properties. This, together with our recent entry into Brazil, marks another significant step in fulfilling Perion’s commitment to expand our global footprint”.

Aileen Ku, General Manager, China at Hivestack,

“Programmatic DOOH is an increasingly popular option that brings the best of digital technology to traditional OOH. Through this partnership with Way.io, we are able to help Chinese brands engage with Chinese customers by adding our 1 million+ premium DOOH inventory in China into Way.io’s omni-channel platform. With increasing demand for outbound business, we hope to roll out our partnership internationally, providing Way.io with instant access to premium DOOH inventory in over 35 markets.”

Derek Du, Way.io Founder & CEO

“This collaboration will offer advertisers a range of innovative media advertising formats that are visually striking, along with new methods of data-driven intelligent ad placements. This enhancement in Way.io’s ability to reach a comprehensive media audience not only signals an elevation in domestic programmatic advertising to meet international standards but also marks the official entry into the DSPOOH (DSP+DOOH) digital era. Working together, we look forward to shaping the future!”