Xaxis South Africa, an advertising services company, has formed a partnership with Hivestack, a programmatic digital out-of-home ad tech company to expand programmatic DOOH solutions in the South Africa market, according to a company press release.

Through this partnership, Xaxis will leverage Hivestack's demand side platform, bringing automation and performance measurement to brand campaigns in DOOH in South Africa. Clients will be able to access Hivestack's suite of tools including the ability to build custom audiences, set up live geo-location targeting, and plan, buy and deliver in real-time via both private marketplace and open exchange.

As part of the expansion into South Africa, Hivestack has also signed several DOOH media owners to the Hivestack Supply Side Platform, including Epic Outdoor, Evolv Outdoor, Insight Outdoor, JB Media and Yooh Media, Primedia Outdoor, Provantage Media Group, Relativ Media and Tractor Outdoor.

"We have seen significant growth in South Africa with regards to programmatic DOOH in the last year and a half and we are excited to be able to partner with Hivestack to leverage their market leading programmatic technology and offer our clients a highly streamlined and targeted approach in terms of audiences and to work on omni-channel experiences," Tania Grobler, Xaxis South Africa, said in the release.

DOOH within South Africa has seen a 25% growth year-on-year and is estimated to continue to grow.

"We're thrilled to be partnering with Xaxis South Africa to accelerate the adoption of programmatic DOOH in South Africa," William Brownsdon, managing director EMEA, Hivestack, said in the release. "We've already seen incredible success with GroupM in other markets globally and look forward to utilizing our full stack platform to drive growth in this new market."

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