Voilàp Holding expands its digital division Acquiring Pladway

Thanks to this takeover, the Voilàp Group boosts its profile of independent digital enabler in the Out of Home advertising and Smart Cities markets

The full stack programmatic DOOH platform Pladway has become part of the Voilàp group's technological offer in the Out of Home business. Voilàp consolidates its role as partner and enabler of digital transformation for the Italian and international Out of Home advertising market.

Founded in 2018 by a group of Italian sector entrepreneurs, Pladway quickly became the leading platform for the programmatic sale of DOOH advertising . Its proprietary technology has been , developed in collaboration with various stakeholders, to be perfectly aligned with their needs. Pladway DSP and SSP services are now used with great satisfaction by Out of Home buyers and publishers, who appreciate their simplicity and quality, their real-time support and assistance and their onboarding service.

Marco Orlandi – Voilàp group’s Head of Digital Transformation since the beginning of 2020 and previously Head of Innovation in Grandi Stazioni Retail – has been appointed to lead the company. In the development of the company, Orlandi will be supported by some of Pladway’s founders, who will continue their collaboration.

Valter Caiumi, Chairman & CEO of the Voilàp group, says : “We are delighted to have further consolidated the positioning of the Digital Solutions Division, in continuity with various investments made in recent years. Pladway is a recognised Italian excellence and its integration with the Voilàp group will trigger an acceleration in the platform’s internationalisation plan and business model.”

Fabio Vairani, Director of the Digital Division of the Voilàp group, adds: "The inclusion of Pladway in the Digital Solutions Division is the natural completion of our technological offer in the Out of Home sector. It enables us to strengthen our profile as an independent digital enabler for the advertising and Smart Cities markets. We will use our structure to provide Pladway with further growth and broader global vision, in a market - Out of Home programmatic advertising - which is emerging from the crisis at a faster rate than contiguous market segments."