Displayce

Displayce operates as a specialized technology suite focused on the Digital Out-of-Home (DOOH) advertising sector. Founded in 2014 in Bordeaux, France, by Laure Malergue and Marie Gaestel, the company aims to modernize the process of buying and managing outdoor advertising. The founders identified a gap in the market while working together at a major e-commerce website, where they experienced firsthand the inflexibility and lack of real-time data in traditional OOH campaign execution. Malergue, with a background in traffic acquisition and multichannel sales, and Gaestel, brought their shared vision to life, creating a platform to make DOOH advertising more accessible and efficient.

The company's business model is centered on its dual-platform offering. The first, a Demand-Side Platform (DSP), serves brands and media agencies by providing programmatic access to a global inventory of digital billboards. This platform allows clients to plan, purchase, activate, and optimize their advertising campaigns in real-time, targeting specific audiences based on geographical and contextual data. The second offering is a Data Management Platform (DMP) designed for media owners. This platform enables them to centralize and analyze inventory data, thereby enhancing the value of their advertising space and increasing revenue from both direct and programmatic sales. Displayce generates revenue by facilitating these transactions on its platforms, using a Cost Per Mille (CPM) model that considers factors like screen size, location quality, and audience.

A significant milestone in the company's history occurred in July 2022, when global outdoor advertising leader JCDecaux acquired a majority stake in Displayce. This strategic alliance was designed to accelerate Displayce's international growth while allowing it to maintain operational autonomy, with the founders retaining their management roles. The company has steadily expanded its footprint and now has a physical presence in eight countries. Its platform provides access to over 1.2 million screens in 80 countries through connections with major Supply-Side Platforms (SSPs) like VIOOH, Broadsign, and Vistar Media.

Keywords: Digital Out-of-Home, DOOH, programmatic advertising, demand-side platform, DSP, ad-tech, media buying, outdoor advertising, Laure Malergue, Marie Gaestel, JCDecaux, advertising technology, contextual advertising, programmatic DOOH, media agencies, billboard advertising, OOH inventory, real-time bidding, data management platform, DMP, campaign optimization