OUTFRONT and AWS USHER IN A NEW ERA FOR OUT-OF-HOME ADVERTISING

Rhea-AI Summary

OUTFRONT (NYSE: OUT) announced a strategic partnership with AWS on October 15, 2025 to digitize and automate out-of-home (OOH) planning, buying, and measurement using AI-enabled workflows.

The collaboration uses AWS cloud and AI services plus MadConnect's Model Context Protocol to enable natural-language inventory queries, AI-agent buys (direct and programmatic), unified reporting, and cross-format inventory access for static and digital OOH. OUTFRONT has begun client discussions for omnichannel integration, with further developments to be announced as finalized.

Insights

Strategic Partnerships Analyst

OUTFRONT's AWS and MadConnect partnership aims to digitize OOH planning, buying, and measurement via AI-enabled workflows.

OUTFRONT, AWS, and MadConnect are building an end-to-end cloud workflow to let agencies query inventory in natural language, place buys through AI agents, and centralize reporting and measurement. The collaboration explicitly targets both static and digital OOH and standardizes inventory for programmatic platforms and agentic workflows.

The plan depends on three disclosed elements: OUTFRONT's format, location, pricing, availability and audience indexing data; AWS's cloud and AI services; and MadConnect's Model Context Protocol-enabled connectivity layer that automates API orchestration. Execution risks include integration complexity across existing planning systems and the need for agencies and holding companies to adopt the new workflows; those dependencies are stated as ongoing discussions with key clients.

Watch for concrete integration milestones and client rollouts announced by the parties and for any finalized omnichannel integrations with holding companies, which the release says will be announced when finalized. Near-term impact will be visible as pilot integrations and inventory availability in programmatic channels; the release sets expectations for further announcements rather than immediate, quantified results.

Marks a Major Step Toward Digitizing and Automating OOH with AI-Enabled Workflows

NEW YORK, Oct. 15, 2025 /PRNewswire/ -- In a significant industry development, OUTFRONT Media Inc. (NYSE: OUT), one of the largest and most trusted out-of-home ("OOH") media companies in North America, today announced a strategic partnership with Amazon Web Services ("AWS") to modernize OOH planning and buying through AI-enabled workflows.

The initiative will enable the planning, purchasing, and measurement of static and digital OOH inventory end-to-end using natural language via intelligent agents. This collaboration will position OUTFRONT at the forefront of OOH's digital transformation, creating new opportunities and advancing the way agencies and brands access, transact, and measure media in smarter, more efficient ways.

"This is not just a modernization effort, it's a structural leap for the OOH industry," said Premesh Purayil, Chief Technology Officer at OUTFRONT Media. "We're excited to tap into the flexibility, reliability, and scalability of the world's leading cloud, which will give agencies the ability to access OOH inventory in real time, execute buys through AI-native workflows, and measure campaign performance within the same omnichannel stack they're used to in digital media."

This initiative is designed to bridge the connection between OOH and digital and programmatic tools, bringing the category into much closer alignment with online, mobile, and connected TV. Through AWS's cloud infrastructure and AI services, and utilizing MadConnect's Model Context Protocol-enabled agentic workflows, agencies will potentially deliver new efficiencies such as:

• Querying real-time inventory using natural language prompts
• Accessing inventory availability across static and digital formats
• Placing OOH media buys via AI agents – direct and programmatic channels
• Surfacing data-driven insights and optimizing campaigns with AI agents
• Automating reporting and performance analysis within one system

"OUTFRONT has a powerful vision to transform how agencies and brands can use agentic AI to maximize the impact of their investment in out-of-home," said Rich Geraffo, vice president & managing director, AWS North America. "We're thrilled to work closely with the OUTFRONT and MadConnect teams to bring that vision to life on AWS and help deliver new capabilities to our mutual customers in the world of advertising."

OUTFRONT, AWS, and MadConnect are working together to modernize the OOH category, combining OUTFRONT's scale, AWS's cloud and AI services, and MadConnect's AI and data expertise. By standardizing OOH inventory for programmatic platforms and AI agents, the partnership will transform a traditionally manual channel into a digitized, cloud-enabled marketplace, driving greater efficiency, transparency, and long-term growth.

"We believe this moment will be remembered as the point when OOH moved from the periphery of media planning into the heart of the digital ecosystem," said Bob Walczak, CEO of MadConnect. "It's not just about digitizing, it's about rethinking how media gets planned, bought, and measured through the lens of an AI-enabled infrastructure."

The longer-term vision driving this collaboration is for agencies and brands to be able to plan, purchase, and measure all aspects of their campaigns via one connected workflow through:

• Media Inventory and Data Integration: OUTFRONT's formats, locations, pricing, availability, audience indexing and measurement. 
• MadConnect Intelligent Connectivity Layer: Connects agencies to OUTFRONT on-demand and automates the building, orchestration, and maintenance of API connections across the AdTech/MarTech ecosystem.
• Full OOH Coverage: Both static and digital OOH will be included, bringing scale and visibility to areas previously out of reach.

OUTFRONT has begun discussions with key clients, including the holding companies, for omnichannel integration into their planning systems, with new developments to be announced as they become finalized.

About OUTFRONT Media Inc.
OUTFRONT is one of the largest and most trusted out-of-home media companies in the U.S., helping brands connect with audiences in the moments and environments that matter most. As OUTFRONT evolves, it's defining a new era of in-real-life (IRL) marketing, turning public spaces into platforms for creativity, connection, and cultural relevance. With a nationwide footprint across billboards, digital displays, transit systems, and other out-of-home formats, OUTFRONT turns creative into powerful real-world experiences. Its in-house agency, OUTFRONT STUDIOS, and award-winning innovation team, XLabs, deliver standout storytelling, supported by advanced technology and data tools that can drive measurable impact.

Cautionary Statement Regarding Forward-Looking Statements
We have made statements in this document that are forward-looking statements within the meaning of the federal securities laws, including the Private Securities Litigation Reform Act of 1995. You can identify forward-looking statements by the use of forward-looking terminology such as "will" or the negative of these words and phrases or similar words or phrases that are predictions of or indicate future events or trends and that do not relate solely to historical matters. You can also identify forward-looking statements by discussions of strategy, plans or intentions related to our capital resources, portfolio performance and results of operations. Forward-looking statements involve numerous risks and uncertainties and you should not rely on them as predictions of future events. Forward-looking statements depend on assumptions, data or methods that may be incorrect or imprecise and may not be able to be realized. We do not guarantee that the transactions and events described will happen as described (or that they will happen at all). The following factors, among others, could cause actual results and future events to differ materially from those set forth or contemplated in the forward-looking statements: declines in advertising and general economic conditions; the severity and duration of pandemics, and the impact on our business, financial condition and results of operations; competition; government regulation; our ability to operate our digital display platform; losses and costs resulting from recalls and product liability, warranty and intellectual property claims; our ability to obtain and renew key municipal contracts on favorable terms; content-based restrictions on outdoor advertising; seasonal variations; acquisitions and other strategic transactions that we may pursue could have a negative effect on our results of operations; dependence on our management team and other key employees; experiencing a cybersecurity incident; changes in regulations and consumer concerns regarding privacy, information security and data, or any failure or perceived failure to comply with these regulations or our internal policies; our substantial indebtedness; restrictions in the agreements governing our indebtedness; our failure to remain qualified to be taxed as a real estate investment trust; and other factors described in our filings with the Securities and Exchange Commission (the "SEC"), including but not limited to the section entitled "Risk Factors" in our Annual Report on Form 10-K for the year ended December 31, 2024, filed with the SEC on February 28, 2025. All forward-looking statements in this document apply as of the date of this document or as of the date they were made and, except as required by applicable law, we disclaim any obligation to publicly update or revise any forward-looking statement to reflect changes in underlying assumptions or factors, of new information, data or methods, future events or other changes.

CONTACTS:
Public Relations:

Courtney Richards
OUTFRONT Media
646-876-9404
courtney.richards@outfront.com

Investor Relations:

Stephan Bisson
OUTFRONT Media
212-297-6573
stephan.bisson@outfront.com

 

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SOURCE OUTFRONT Media Inc.

FAQ

What did OUTFRONT (OUT) announce on October 15, 2025 with AWS?

OUTFRONT announced a strategic partnership with AWS to enable AI-enabled, end-to-end OOH planning, buying, and measurement using MadConnect agentic workflows.

How will the OUT (OUTFRONT) and AWS partnership change OOH buying?

The partnership aims to let agencies query inventory with natural language and execute buys via AI agents across direct and programmatic channels.

Will OUTFRONT's AWS initiative include static and digital OOH inventory?

Yes. The initiative covers both static and digital OOH to increase scale, visibility, and programmatic access.

What role does MadConnect play in OUTFRONT's AWS collaboration (OUT)?

MadConnect provides the Model Context Protocol-enabled agentic workflows and an intelligent connectivity layer to automate API orchestration across AdTech/MarTech.

Does the OUT (OUTFRONT) announcement include launch dates or financial targets?

No. The announcement outlines capabilities and client discussions but does not disclose launch dates or financial guidance.

How can agencies access the new AI-native OOH workflows from OUTFRONT (OUT)?

Agencies will access AI-native workflows via AWS-hosted services and MadConnect connectivity, with integrations being discussed with holding companies and clients.