“Within 90 days of go-live, our first client Hotel Communications Network experienced a 40% revenue uplift.”
CEO of Shinka Kieran Greene answered some questions from DSPulse.
What Does Shinka Do?
Broadcasters, connected TV partners, and digital out-of-home media screen owners are leaving somewhere between 20 and 40 cents on the table for every dollar of revenue they should be earning. That gap comes down to the tools, either the ad tech they’re using wasn’t built for their specific needs, or it carries an inherent bias: hidden fees, misaligned incentives, or demand relationships that benefit the platform rather than the publisher.
Shinka was built to close that gap. We’re a completely independent programmatic mediation that connects broadcasters, CTV publishers, and DOOH screen owners directly to the full market of advertisers. We run a unified, competitive auction across multiple demand sources simultaneously, creating the kind of price pressure that consistently drives revenue to its true market value and we give publishers fully transparent, log-level reporting so they can see exactly what’s happening with every impression.
What makes Shinka different from competition? What is your unique selling proposition?
Independence. Most SSPs have hidden loyalties to their own demand networks, to fee arrangements that aren’t disclosed to publishers. Shinka has none of that. We’re demand-agnostic and work with any SSP/ DSP, so publishers are always accessing the full breadth of the market. What they earn is what the market pays, no leakage.
Beyond that, we’re genuinely built for CTV and DOOH from the ground up, not an afterthought bolted onto a web platform. The auction mechanics, latency requirements, and deal structures in these channels are fundamentally different, and we’ve engineered specifically for them.
And we operate with full transparency. Publishers get log-level data, impression by impression, so they always know exactly where their revenue is coming from and why. In an industry still plagued by opacity, that’s increasingly a hard competitive differentiator.
How exactly do brands and DOOH media owners benefit from using your platform?
For media owners, the core benefit is yield and we mean that in a tangible, measurable way. By running real competitive auctions across multiple demand sources, we consistently deliver an average of 40% CPM uplift compared to what publishers were achieving before. We also handle all the technical complexity, integrations, bidder management, reporting, so operators can focus on their screens and their content, not their ad stack.
For brands and agencies, Shinka-connected inventory comes with clean, transparent supply paths and access to premium, high-attention environments in CTV and DOOH. Buyers get accurate impression data, proper deal ID support, and can access inventory through the platforms they already use.
For the broader ecosystem, we’re accelerating the shift toward genuinely programmatic OOH, where a media buyer can plan a cross-screen campaign, include DOOH in the same workflow as CTV and digital, and measure it consistently. That interoperability is what unlocks serious budgets from digital advertisers who haven’t traditionally bought OOH.
How far along is the company? Do you have success stories?
We’ve been live in market for just over a year. Our first major partner was Hotel Communications Network (HCN), one of the largest in-room digital out-of-home networks globally. Within 90 days of go-live, HCN experienced a 40% revenue uplift. That result has become a template for how we onboard and grow every new publisher relationship.
Since then, we’ve expanded to include Mediahuis and several other global broadcasters and OEMs. We’ve also recently formalised a partnership with OOH Connect as their preferred programmatic mediation platform, a strong signal of where the DOOH market is heading and the trust operators are placing in independent infrastructure.
We’re currently closing our $1.8M seed round, which will fuel further platform development and expansion across the North America and APAC
How do you price your media owners’ inventory?
The consistent theme is that publishers finally have inventory that’s being valued at what it’s actually worth. DOOH and CTV inventory has historically been sold at flat, negotiated rates with limited price discovery. When you introduce a real competitive auction, with multiple buyers bidding simultaneously, CPMs move and for our publishers, that average improvement is 40%.
For brands, the story is about quality and context. DOOH and CTV are high-attention environments. When buyers can access that inventory programmatically with the same targeting and measurement workflows they use elsewhere, the outcomes follow. We’re also seeing early signals that combining DOOH and CTV in a unified campaign delivers better brand recall and conversion uplift than either channel in isolation.
In what markets do you currently operate? Are you expanding?
We’re headquartered in Dublin, Ireland and currently active across Ireland, UK, US and APAC. Our publisher base includes broadcasters, OEMs, and DOOH screen operators across these markets.
Expansion is firmly on the agenda. The US is a particular focus, the OOH and CTV programmatic ecosystems there are maturing quickly, and there’s a real appetite for transparent, independent infrastructure. We’re building toward that methodically: the right partners, the right markets, the right technology foundations. The goal is to be the mediation layer of choice for premium, screen-based publishers globally.
What is Shinka?
Shinka is a Japanese word that translates to “evolution.” It encapsulates the idea of progress, growth, and advancement. In the context of technology and business, Shinka represents the continuous pursuit of innovation and improvement.
Learn more about Shinka here.
