seatback GmbH
seatback GmbH is a Cologne-based technical service provider and software vendor specialising exclusively in the Digital Out-of-Home (DOOH) market, delivering cloud-based CMS, ad-serving, and programmatic monetisation infrastructure to DOOH network operators and publishers. Its flagship adplacer CMS platform enables DOOH network owners — from instore retail media operators to traditional out-of-home publishers — to manage content, automate data-driven playlist generation, and open inventory to programmatic demand. The company was founded in 2015 by co-managing directors Ibrahim Han and Julian Plange, originally with the ambition of building a programmatic DOOH network in taxi interiors, from which its core technology was derived.
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seatback's portfolio is a tightly integrated three-product programmatic DOOH stack:
- adplacer CMS — Cloud-based content and inventory management platform for DOOH networks; generates automated, data-driven playlists per screen and location; supports SSP integrations (including Hivestack and SSP1/adcast); built for large networks (demonstrated at EuroShop 2026 with an interactive 3D supermarket model); available as standard or white-label deployment.
- adcast SSP — Supply-side platform enabling DOOH network owners to make their screen inventory bookable programmatically by agencies and advertisers; directly integrated with the adplacer CMS and seatback's own ad server.
- neon media player — Software media player capable of handling a wide range of media formats; runs across multiple operating system and hardware configurations; operates both online and offline; designed as a drop-in replacement or complement to existing player infrastructure.
All products are offered with a white-label option, and the company provides consultancy, network migration, and ongoing maintenance and support services as part of its end-to-end service model.
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