Insights from Director of Technical Services Noah Kaufman on programmatic ad networks
Programmatic advertising digital signage is transforming the way advertisers connect with audiences in real time. By automating ad placement across networks of digital screens, brands can target specific locations, demographics, and even times of day with incredible precision. TouchSource, with a growing footprint of more than 2,000 enabled displays nationwide, is at the forefront of this shift. To shed light on how the technology works and what it means for building owners and advertisers alike, we sat down with Noah Kaufman, TouchSource’s Director of Technical Services, for an inside look at programmatic digital signage in action.
What Programmatic Advertising Means for Digital Signage
Q: What is Programmatic Advertising?
Noah Kaufman: “Programmatic advertising is essentially an automated, or maybe better said, semi-automated, online ecosystem for placing ads. On one side, you have advertisers building campaigns: they’re setting targeting parameters like demographics, geography, screen types, and times of day. On the other side, you have inventory owners like TouchSource—we manage thousands of digital screens across the country.
Noah Kaufman, Director of Technical Services
We integrate with a platform called Vistar. Our screens constantly “ask” Vistar if there’s an ad request that matches them. If there is, we fetch it, play it, report back, and get credited. Advertisers get access not only to our screens but to thousands of others in the same ecosystem. They can get very specific: for example, “shopping malls in the Northeast, weekdays at lunchtime, targeting 40–50 year olds.” Once they set those parameters and upload their creatives, they press go—and the system handles delivery, reporting, and performance tracking.”
The Digital Signage Requirements for Programmatic Ads
Q: What kinds of digital signage is needed to show it?
Noah Kaufman: “The good news is there’s really no hard limit. TouchSource has a footprint of over 12,000 digital screens, with just under 2,000 currently enabled for programmatic advertising. Our displays include many retail mails, urban panels, medical office buildings and commercial office buildings.
For a screen to work, three things are required:
- It must be connected to the internet.
- It needs an area of the display (like a slideshow zone) where ads can be placed.
- The property owner must be willing to display ads.
Outside of that, the screens vary widely. They could be touch-enabled directories with maps and tenant listings, or static digital displays in lobbies and waiting rooms. As long as they meet the 3 criteria, we can integrate programmatic ads.”
How Advertisers Connect to Programmatic Signage Networks
Q: How do advertisers gain access to those networks?
Noah Kaufman: “It’s straightforward. Advertisers go to a programmatic platform like Vistar, BroadSign or HiveStack; then they create an account and fund it. It’s usually as simple as providing a credit card. From there, they gain access to the inventory available in that platform, including our network of screens. Many advertisers use a marketing agency that does this for them.”
The Benefits and Results of Programmatic Ad Campaigns
Q: What outcomes do they get?
Noah Kaufman: “From an advertiser’s perspective, the biggest outcome is scale and efficiency. Instead of negotiating manually with dozens of property managers, they can access thousands of screens through one point of entry.
They also get detailed data: demographic insights, venue types, screen sizes, orientations—everything they need to tailor their campaigns. And once they’ve set up a campaign and pressed go, it runs automatically. They get their ads delivered to targeted audiences while saving time and maintaining confidence that it’s working in the background.”
Safeguards and Ad Controls in Programmatic Advertising
Q: What are the controls in place for marketing placements and brand safety?
Noah Kaufman: “The platforms have robust restriction tools built in. At both the network and individual screen level, we can block categories like politics, adult content, alcohol or gambling. We can also block specific advertisers to protect tenants—like ensuring a mall with Mrs. Fields doesn’t get ads for Crumbl Cookies.
Beyond automated filters, we work with partners who use human review and AI to flag questionable content. If something looks off, it comes to me for approval. So there are multiple layers of checks and balances to make sure ads are appropriate for each environment.”
Where Programmatic Advertising Performs Best
Q: What signage and locations are most popular and why?
Noah Kaufman: “Retail locations—both indoor and outdoor malls—are especially popular. The retail industry has long understood the value of monetizing signage, whether with posters, static kiosks or digital screens. Advertisers know those spaces attract large, diverse audiences, so there’s a lot of demand.
We’ve seen dramatic growth in our programmatic footprint in commercial office buildings. It’s a different type of market that allows advertisers to reach business professionals easily. Both segments are growing, but retail is where advertisers see especially strong value and heavy competition.”
Lessons Learned While Building a Programmatic Network
Q. What’s the most surprising thing you’ve learned in building a programmatic network at TouchSource?
Noah Kaufman: Honestly, how complex and cutting-edge it all is. I came to TouchSource from IT and telecom with little knowledge of digital signage or programmatic advertising. I thought it might be straightforward—but it’s at the forefront of technology.
Managing thousands of screens across the country—keeping them updated, online, and integrated into a fully automated buying-and-selling ecosystem—is a huge technical challenge. Add in programmatic’s auction system, where multiple buyers can bid in real time for a single ad slot, and it gets even more fascinating. Every impression has competition, pricing floors, and auction mechanics that make the whole thing dynamic. It’s been both surprising and exciting to be part of building that network.
Beyond Programmatic Advertising: A Personal Look at Noah Kaufman
Q. What do you like to do for fun?
Noah Kaufman: I like to golf, mountain bike, and snowboard. These days, I’m golfing more than the other two. I’ve also gotten into seeing tribute and cover bands—smaller shows instead of giant concerts. It’s a little bit quirky, but I enjoy it!
Conclusion
Programmatic advertising digital signage is no longer just a buzzword—it’s a proven way for advertisers to reach the right audiences with precision, and for property owners to unlock new value from their displays. As Noah Kaufman shared, TouchSource isn’t just providing the screens; we’re helping build a smarter, scalable network that benefits both advertisers and venues. With controls that protect brand integrity, outcomes that deliver measurable ROI, and a footprint that continues to expand nationwide, TouchSource is shaping the future of programmatic advertising in digital out-of-home environments.