Polish out-of-home media owner Jet Line today made its MORE digital screen network available through VIOOH, positioning over 600 digital displays across Poland's eight largest cities within reach of international programmatic buyers. The integration allows agencies planning campaigns across multiple markets to access premium Polish urban inventory using the same automated buying tools and workflows they apply to other European DOOH markets.

The MORE network deployment spans high-traffic urban environments including city centers and major transport corridors throughout Poland. Through VIOOH's supply-side platform, international advertisers can now incorporate Polish DOOH inventory into cross-market campaign planning without establishing separate direct sales relationships with Jet Line. The screens utilize ARA measurement methodology, providing audience data transparency and standardized metrics for campaign planning.

"Making our inventory available via VIOOH supports advertisers and agencies that plan DOOH activity across multiple countries and expect consistent programmatic processes," said Maciej Podgórny, Chief Digital Officer at Jet Line. "Audience measurement based on the ARA methodology provides transparency and data comparability, which are important elements in international campaign planning."

VIOOH's platform connects traditional outdoor media owners with digital programmatic buyers across 35 markets globally. The company maintains partnerships with more than 50 demand-side platforms, enabling automated buying and selling of digital out-of-home inventory through standard programmatic infrastructure. For Polish inventory specifically, the integration means advertisers can access screens using established tools while maintaining compatibility with global programmatic buying standards.

Jet Line operates a diversified outdoor advertising portfolio beyond the MORE digital network. The company maintains a nationwide motorway billboard network featuring 12×4 meter traditional placements, alongside mobile urban outdoor formats. The broader portfolio delivers what the company characterizes as high-impact, data-driven communication at scale, combining classic out-of-home with advanced digital solutions.

The decision to integrate with VIOOH represents part of Jet Line's broader programmatic development strategy. The Polish media owner works with multiple technology platforms including Broadsign, Adform, Hybrid and Perion to provide programmatic access to its digital assets. This multi-platform approach supports different buying models used by agencies and advertisers across various workflow systems.

"Poland is a significant growth market for programmatic DOOH, and Jet Line's MORE network delivers premium urban inventory across the country's largest cities," said Gavin Wilson, Global Chief Commercial Officer at VIOOH. "Bringing this inventory onto our platform means advertisers can now fulfill Polish campaigns with the flexibility, targeting precision and real-time optimization that programmatic delivers, using the same tools and workflows they use across other European markets."

The programmatic DOOH infrastructure development across Poland aligns with broader European market trends. IAB Poland this week released the Interactive Industry Map 2026, cataloging over 400 companies operating in Poland's digital advertising ecosystem across nine thematic areas and 55 distinct market categories. The comprehensive resource addresses navigation challenges within what industry leadership characterizes as an increasingly complex advertising technology landscape.

Poland demonstrated strong programmatic expansion in IAB Europe's 2024 AdEx Benchmark Report, suggesting less mature markets offer greater programmatic adoption opportunities compared to saturated Western European markets. The country achieved 19.6% growth in constant currency terms, positioning it among the fastest-growing European markets alongside Serbia and Ukraine. This expansion creates increased demand for comprehensive programmatic infrastructure as companies seek automated buying capabilities across expanding digital advertising formats.

Polish advertisers face measurement challenges stemming from fragmented consumption patterns across cable, satellite, terrestrial broadcasting and streaming services. Nielsen data shows streaming captured 10.1% of total television viewing time in Poland during July 2025, marking a historic milestone for digital video consumption in the market. Traditional television broadcasting maintained dominant position at 82.8% of Polish viewing time, suggesting a transitional period where audiences consume content across both established and emerging platforms.

The VIOOH integration enables Polish DOOH to be included more easily in international media plans alongside inventory from other markets. Advertisers gain access to digital DOOH inventory in major Polish cities, along with audience measurement and compatibility with global programmatic buying standards. The standardized approach simplifies audience discovery and management while respecting local privacy regulations and policies.

European digital advertising reached €118.9 billion in 2024 with 16% year-over-year growth, with programmatic advertising demonstrating renewed strength through 18.4% expansion to reach €15.5 billion across Europe. This recovery reflects technological and market developments that have enhanced programmatic advertising's value proposition following slower growth in 2023. However, programmatic growth patterns varied significantly across European markets, with Poland, Hungary and Slovenia demonstrating particularly strong expansion.

The geographic concentration of European programmatic spending creates opportunities for brands exploring expansion into high-growth smaller markets. Poland represents a strategic market for cross-media measurement expansion, with programmatic infrastructure development matching broader trends toward sophisticated measurement implementation. The Polish advertising market has demonstrated receptivity to programmatic expansion across multiple advertising formats beyond traditional display.

VIOOH's global expansion throughout 2025 provides context for the Polish market integration. The company partnered with Vengo in August 2025, providing programmatic access to over 65,000 digital screens across the United States representing 9% of the US digital out-of-home market. That partnership delivers 13 billion monthly impressions through comprehensive coverage in major metropolitan areas including New York, Los Angeles, Boston, Chicago, Philadelphia and Atlanta.

European market integrations demonstrate similar patterns. VIOOH announced a programmatic partnership with London Lites in October 2025, providing automated access to 49 strategically positioned premium LED screens across central London and London neighborhoods. The inventory represents 23% of the London roadside digital out-of-home market. International expansion has extended to Latin American markets, with Brazil representing over one-third of the region's $2.7 billion out-of-home market.

Technical standardization efforts support programmatic DOOH adoption across global markets. IAB Australia released a comprehensive programmatic DOOH buyers guide in August 2025, emphasizing verification importance as programmatic DOOH scales. The guide noted that 36% of surveyed marketing professionals cited lack of understanding as the primary barrier to programmatic DOOH adoption. Australia maintains 26,000 screens available for programmatic campaigns, representing 80% of total digital screens accessible through automated buying infrastructure.

Programmatic guaranteed transactions have emerged as a significant buying method within DOOH markets. Place Exchange launched Programmatic Guaranteed for digital out-of-home advertising within Google's Display & Video 360 platform in December 2025, enabling advertisers to secure premium DOOH inventory with guaranteed pricing and placements while maintaining programmatic workflow efficiency. Broadsign enabled advance booking capabilitiesthrough StackAdapt in November 2025, introducing programmatic guaranteed transactions to North American markets.

The shift toward unified platform approaches enables consistent measurement and optimization tools across multiple advertising environments. DIRECTV made its live TV network available for programmatic DOOH buying in January 2026, marking another step in integrating diverse screen environments into standardized buying infrastructure. These developments eliminate manual negotiation processes typical of traditional outdoor advertising purchases while providing inventory certainty advertisers require when planning campaigns around specific events.

Industry measurements indicate programmatic DOOH delivers environmental advantages compared to other digital advertising formats. VIOOH reported in November 2025 that its platform generates carbon emissions of 0.041 grams CO2e per ad impression, representing more than 20 times better carbon efficiency compared with programmatic display advertising and over 30 times more efficiently than programmatic video. The broadcast nature of digital out-of-home allows multiple viewers to simultaneously receive content, maximizing efficiency per impression.

Adform's acquisition of Splicky in December 2025 demonstrates continued consolidation among advertising technology providers serving European markets. The transaction positions the Copenhagen-based demand-side platform to expand its omnichannel media buying capabilities across German-speaking markets while adding specialized expertise in digital out-of-home advertising. Adform clients expanded DOOH spending by 118% year-on-year during Q1 2025, demonstrating accelerating advertiser interest in the channel.

The Polish market expansion occurs as retail media spending across Europe demonstrates significant growth trajectories. European retail media spending reached €13.7 billion with 21.1% growth in 2024, with on-site retail media ad spend growing 22.2% to exceed €10 billion. More than 90 percent of advertisers now partner with retailers to access first-party data and engage customers along the purchase path.

Market education initiatives have accompanied programmatic DOOH expansion globally. VIOOH's State of the Nation 2025 report showed that programmatic DOOH adoption in mainland China reached 30% in 2025, marking a 6-percentage-point increase from 24% in 2023. The research showed 32% of respondents plan to deploy programmatic DOOH within the next 12 months, positioning it as the fourth most popular advertising channel among 14 major media formats.

Amazon DSP expanded in-market audiences to 32 countries including Poland in November 2025, enabling advertisers to use consistent behavioral audience definitions across multiple markets. The expansion addresses operational complexity that has plagued cross-border programmatic campaigns, where global advertisers previously needed to configure behavioral audiences separately for each country.

For marketing professionals, the Jet Line-VIOOH partnership demonstrates how programmatic infrastructure enables smaller, agile media owners to compete alongside established players through standardized technology platforms. Traditional barriers to entry in premium advertising markets diminish when automated buying processes provide equal access to demand-side platforms serving global advertisers. The ability to target specific audiences in urban consumer environments through automated buying systems represents advancement in outdoor advertising precision and accountability.

The integration positions both companies to capitalize on growing demand for programmatic DOOH capabilities among advertisers seeking alternatives to traditional booking processes. Uber opened Journey Ads inventory to programmatic buyers across 10 European markets including Poland in June 2025, providing another example of premium inventory becoming accessible through programmatic channels. The expansion covered United Kingdom, Spain, France, Germany, Netherlands, Ireland, Sweden, Poland, Switzerland and Portugal.

Transit environments deliver distinct advantages for programmatic campaigns. Urban screens capture audiences during high-dwell periods when consumers navigate city centers or travel along major transport corridors. The extended exposure windows enable complex messaging delivery compared to formats where viewer attention spans measure seconds rather than minutes. Poland's concentrated urban populations combined with extensive public transportation networks create favorable conditions for data-driven outdoor advertising.

The collaboration enables US and international advertisers to integrate Polish DOOH inventory into broader programmatic advertising strategies without establishing direct relationships with individual media owners. This capability facilitates global campaign coordination while providing access to premium inventory across diverse consumer environments throughout Poland's major cities. Advanced targeting capabilities include daypart optimization, geographic targeting, weather-based triggers and audience demographic selection moving beyond traditional outdoor advertising's broad demographic approach.

Timeline

Summary

Who: Jet Line, a Polish out-of-home media owner, partnered with VIOOH, a London-based premium global digital out-of-home supply-side platform operating in 35 markets with partnerships across more than 50 demand-side platforms globally.

What: Integration of Jet Line's MORE network comprising over 600 digital screens into VIOOH's programmatic platform, enabling international advertisers and media agencies to purchase Polish urban inventory using automated buying tools, standardized data workflows and ARA measurement methodology for audience transparency.

When: Announced January 19, 2026, amid broader European programmatic DOOH infrastructure development following VIOOH's expansion to United States, United Kingdom, Brazil and other markets throughout 2025.

Where: Poland's eight largest cities where MORE network screens are positioned in high-traffic urban environments including city centers and major transport corridors, accessible through VIOOH's platform alongside inventory from 35 global markets.

Why: Addresses international agencies' need for consistent programmatic processes when planning DOOH campaigns across multiple countries, while positioning Polish DOOH inventory within standardized global buying infrastructure as Poland demonstrates 19.6% advertising growth and strong programmatic adoption among less mature European markets.

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