Besides facilitating access to programmatic capabilities, Hivestack's Ad Server allows for the integration and overlay of mobile device data, says Tractor.

This will allow Tractor to accurately observe the movements of consumers, serving relevant and highly targeted messages via its extensive DOOH footprint, as well as delivering richer, more intelligent and measurable campaigns.

Remi du Preez, commercial director at Tractor Outdoor, says, "The South African market is quickly realising the advantages of programmatic buying, while demanding more accountability and transparency in their media spend. This is why we are thrilled to have access to Hivestack's world-class, first-to-market technology, which will allow advertisers to buy custom audiences across our DOOH network."

"Our aim is to drive the mindset change needed to convince advertisers that DOOH is a great medium for their spend and that it can successfully, and measurably, deliver on campaign outcomes," adds du Preez.

Will Browsdon, managing director of EMEA region at Hivestack, says, "We are thrilled to partner with Tractor Outdoor and bring the power of programmatic digital out of home (DOOH) to South Africa."

"This marks a very exciting move for Hivestack as we continue our worldwide expansion and Tractor Outdoor is the perfect partner. They are amongst the first to recognise the programmatic potential in the region and are helping to shape the digital out of home (DOOH) landscape," concludes Browsdon. 

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