Voilàp holding expands the digital division and acquires Pladway

With this transaction, the Voilàp Group strengthens its profile as an independent digital enabler in the Out of Home Advertising and Smart Cities markets.

The full stack programmatic platform DOOH Pladway has become part of the technological offer of Voilàp Group in the out of home sector. Thanks to this operation, Voilàp has consolidated its role as a partner and enabler of digital transformation for the Italian and international out of home advertising market.

Founded in 2018 by a group of Italian entrepreneurs in the sector, Pladway has quickly become the leading platform for the programmatic buying and selling of out of home spaces, on the strength of its independence and its proprietary technology, developed in collaboration with the main market players to be perfectly aligned with their needs. Its DSP and SSP services are now used to great satisfaction by out-of-home buyers and publishers, who appreciate its simplicity and quality, as well as its real-time support and onboarding service.


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


Valter Caiumi, Chairman & CEO of Voilàp Group, comments on the acquisition of Pladway: ‘We are delighted to have further consolidated the positioning of the Digital Solutions Division in continuity with the investments made in recent years. Pladway is a recognised symbol of Italian excellence and its integration into the Voilàp group will accelerate the internationalisation plan of the platform and the 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 the technological offer for the out of home sector and allows us to strengthen the profile of independent digital enabler for the advertising and Smart Cities markets. We will make our structure available to Pladway in order to favour its growth and global vision, in the programmatic out of home market that is emerging from the crisis at a faster rate than neighbouring market segments’.