Displayce strengthens its presence in the DACH market with a new office in Berlin and the appointment of Stefan Benno Müller

Following the opening of four new offices in 2024 across Europe and beyond, we continue our international expansion by establishing a presence in the heart of the DACH market with a new office in Berlin. This strategic move is bolstered by the appointment of Stefan B. Müller as Head of Sales DACH, tasked with driving Displayce’s growth in Germany, Austria, and Switzerland.


Already operating over 45,000 programmatic screens in the DACH region through 29 media owners—including WallDecaux, Framen, and Ströer—We are reinforcing our foothold and accelerating our growth with the opening of this Berlin office. This expansion comes at a time when the DACH market, particularly Germany, is leading the way in programmatic DOOH innovation. According to Statista, DOOH media in Germany generated €454 million in advertising revenue in 2023, with €226 million attributed to programmatic channels.

The opening of this Berlin office is a significant milestone in our international growth strategy. After solidifying our presence in several European countries, Germany, Austria, and Switzerland are now key markets for accelerating our growth. With Stefan Benno leading our operations in the region, we are confident in our ability to strengthen our position and meet the expectations of local advertisers and agencies

said Rémi Boudard, VP Sales at Displayce.

Displayce has built a robust international DSP and is now ready to establish a strong presence in the German market. We are delighted that Displayce is opening a new office in Berlin. With Stefan B. Müller as Head of Sales DACH, Displayce has secured a recognized expert in programmatic DOOH

stated Andreas Prasse, Managing Director at WallDecaux.

Stefan B. Müller appointed Head of Sales to drive Displayce’s growth in the DACH region

Stefan B. Müller is one of the leading experts in digital and programmatic advertising in the DACH region. He played a pivotal role in transforming Urban Media GmbH into a major online advertising player within the Holtzbrinck publishing group (2003–2008). From 2009 to 2012, he oversaw the monetization of VZ-Netzwerke’s social networks (schuelerVZ, studivz, meinVZ). After serving as VP Sales & Publisher Management at YOC in 2013, he joined Virtual Minds in 2014. As SVP Sales, he significantly contributed to the success of the DSP Active Agent.

In January 2025, Stefan B. Müller assumed his role as Head of Sales at Displayce. In this position, he works closely with agencies, advertisers, media owners, and technology partners to further integrate programmatic DOOH into campaign planning processes and position Displayce as the leading DSP for DOOH in the region.

The DACH market stands out as a global leader in programmatic DOOH and continues to offer significant opportunities. I am thrilled to join Displayce at such a pivotal moment in its growth and to collaborate with my existing network to maximize campaign efficiency and contribute to Displayce’s international expansion

said Stefan Benno Müller.
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Displayce recruits Melissa Desfontaines to accelerate the adoption of programmatic DOOH in high-growth markets

We are taking another step in our global expansion with the appointment of Melissa Desfontaines as International Sales Manager. Based in Dubai, she will be responsible for driving the growth of programmatic DOOH in high-potential markets and newly programmatic-enabled regions.

Founded 10 years ago, we now connect advertisers and media agencies to over 1.2 million digital billboards across 80 countries. We are a pioneer in programmatic DOOH in Europe, and operate offices in key locations like Bordeaux, London, Madrid, Brussels, Sao Paulo and Milan, supporting the development and expansion of the global programmatic DOOH market. Since July 2022, JCDecaux has held a majority stake in our company, supporting its accelerated development.

In 2024, we opened four new offices, bringing our presence to six countries. Building on this momentum, we continue our expansion to strengthen its global presence, with a particular focus on emerging programmatic DOOH markets, such as the Middle East and North Africa (MENA) region and Northern Europe, where it already has a strong foothold with more than 45 media owners. Displayce is thus hiring Melissa Desfontaines to drive the adoption and growth of this media among local players and promote the platform in these regions.

MELISSA DESFONTAINES APPOINTED INTERNATIONAL SALES MANAGER TO ACCELERATE THE DEVELOPMENT OF EMERGING PROGRAMMATIC DOOH MARKETS


With 10 years of experience in the advertising industry, gained at Adyoulike, Xandr and Amazon Ads, Melissa Desfontaines is taking on the responsibility of developing markets newly opened to programmatic DOOH, such as the MENA region and Northern Europe. Her mission is to accelerate the deployment of this media in countries that have not yet fully exploited its potential. As International Sales Manager, she is responsible for promoting programmatic DOOH to advertisers and agencies, identifying new opportunities and establishing local partnerships. Operating from Dubai, a strategic hub, her role will be to facilitate business development, stimulate local collaborations and seize the opportunities offered by these evolving markets.

Growth of displayce supported by Melissa

“I am delighted to join Displayce to contribute to the growth of programmatic DOOH in these markets. My goal is to support agencies and advertisers in adopting this medium and to actively participate in the development and expansion of Displayce in these regions“

shares Melissa Desfontaines

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The development of our activities in these countries represents an important step in our international expansion. Thanks to Melissa’s expertise and local anchorage, we are confident that Displayce will be able to strengthen its position and meet the specific expectations of brands in these regions

adds Rémi Boudard, VP Sales at Displayce.
PR-Displayce_MENA_ENG-1Download the press release
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Ratecard Stars Awards: Laure Malergue and Marie Gaestel Named DOOH Personalities of the Year 2024.

As we celebrate our 10th anniversary at Displayce, we are thrilled to share that our founders, Laure Malergue and Marie Gaestel, have been named “DOOH Personalities of the Year 2024” by the Ratecard Stars Awards. This honor recognizes their pioneering role and the significant impact they’ve had in advancing programmatic DOOH in France and across Europe

For the past four years, the Ratecard Stars Awards have celebrated key figures in the French digital advertising industry, particularly in AdTech and MarTech. This year, Laure Malergue and Marie Gaestel stood out in the DOOH category, winning the award against four other finalists. This marks our second recognition in just a few days, following the Wires Award in the UK for a DOOH campaign we deployed there. This new accolade highlights the dedication of our founders to driving growth and innovation in our industry.

A shared vision and the birth of Displayce

After working together at CDiscount, France’s leading e-commerce platform, Laure and Marie founded Displayce in 2014 with a bold vision: to create a programmatic advertising platform for digital out-of-home (DOOH) displays. They saw untapped potential in DOOH, particularly in terms of targeting and flexibility. Together, we’ve worked to combine the agility of digital channels with the power of outdoor advertising, offering brands a solution that is both measurable and highly effective.

From French startup to DOOH European leader

Over the past decade, we’ve grown from a small startup to Europe’s leading programmatic DOOH platform. Today, we’re proud to have offices in six countries (France, the UK, Spain, Belgium, Brazil, and Italy) and a talented team of 50 employees.es (France, the UK, Spain, Belgium, Brazil, and Italy) and a talented team of 50 employees. Since July 2022, JCDecaux has taken a majority stake in our structure and this alliance will give us the means to accelerate our development. The platform is now operating 1.2 million digital screens in over 80 countries.  
Innovation has always been at the heart of what we do. Staying ahead of market trends has been key to our growth and success. In 2024, we launched CampaignAI, becoming the first advertising platform to harness generative AI for creating personalized DOOH strategies.

“This award is a wonderful recognition as we celebrate 10 years of Displayce. Since the beginning, we’ve been committed to transforming digital out-of-home advertising into a strategic channel for brands, with accessible, targeted, and measurable solutions. This distinction reflects the incredible work of our teams, who bring our vision to life every day”

said Laure Malergue, our CEO and co-founder

“This award symbolizes our dedication to programmatic DOOH and the collective success of Displayce. Over the past decade, we’ve focused on offering solutions that align with the needs of agencies and advertisers, with innovation as our driving force. This mindset will continue to guide us as we support the evolution of DOOH and amplify its impact in outdoor communication.”

added Marie Gaestel, our Chief Revenue Officer and co-founder
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