BidsCube announced a strategic partnership with AXES to support the programmatic monetization and global demand activation of AXES’ video-enabled digital screen network across the United States. The collaboration focuses on opening up AXES’ unique, high-engagement inventory to agencies and DSPs, offering a level of physical-world access that hasn’t been available to programmatic buyers before. This partnership provides brands with a powerful new media channel while ensuring complete transparency and control over pricing, supply governance, and monetization strategy.
AXES operates a rapidly expanding media network built for deep, 1:1 engagement. Unlike traditional high-traffic displays, these screens are embedded in skill games and kiosks, capturing undivided attention in intimate retail settings like gas stations and convenience stores. Its footprint includes locations operated by Chevron, BP, Shell, Exxon Mobil, Circle K, Marathon, Citgo, Valero, 76, Sunoco, Texaco, Midas, Flying J, and other national chains. These environments combine strong dwell time, repeated exposure, and real-world contextual relevance, positioning the network at the intersection of retail media, digital out-of-home, and programmatic video.
Through this partnership, AXES will leverage BidsCube’s SSP and programmatic infrastructure to scale monetization, activate new demand channels, and improve yield optimization through real-time auction mechanics and data-driven pricing. The integration will enable video-first programmatic buying, private marketplace and direct deal frameworks, and transparent reporting aligned with agency and brand requirements. This approach reflects a broader industry shift toward scalable, measurable media that lives beyond traditional web and mobile. It gives brands access to a unique hybrid that combines high-impact, cinematic video with a physical, real-world presence that simply can’t be skipped or blocked.
The collaboration also responds to growing demand from advertisers for independent, high-quality inventory with clearer visibility into the supply path. By adopting a programmatic-first model, AXES aims to strengthen its position as a premium media owner capable of supporting omnichannel strategies and performance-driven campaigns. This move prioritizes instant, data-driven access over the manual booking processes that have traditionally limited the speed and scale of out-of-home media.
Commenting on the partnership, Roman Vasyukov, CEO of BidsCube, said:
AXES has built a differentiated network in environments where attention and engagement are structurally stronger than in most digital channels. Our focus is to provide the infrastructure that allows media owners to control monetization logic while connecting directly with global demand. This partnership supports AXES’s next phase of growth by enabling scalable programmatic activation without compromising transparency or operational flexibility.
Gabriel Castonguay, Director of Media at AXES, added:
Our network is designed around real-world engagement, combining interactive gaming, retail presence, and video-enabled formats. As demand for programmatic and retail media continues to grow, we needed a partner that can support scale while maintaining transparency and control. BidsCube’s infrastructure gives us the ability to activate new demand sources, optimize pricing, and expand relationships with agencies and brands.
The partnership will also support testing and expansion of new campaign formats and data-driven targeting strategies. Both companies expect growing interest from brands seeking measurable, brand-safe environments aligned with physical consumer behavior that open up a new frontier of untapped channels and screens.
This collaboration reflects a shared long-term view that the next phase of programmatic growth will be driven by independent media owners, transparent infrastructure, and more efficient pipelines that foster direct relationships between supply and demand. By combining AXES’ real-world network with BidsCube’s programmatic technology, the companies aim to create scalable, measurable, and exclusive media opportunities for agencies and advertisers.