KIERAN GREENE - Shinka - Pioneering the Future of Programmatic DOOH Through Innovation and Global Reach

In the fast-moving world of digital out-of-home (DOOH) advertising, few firms have positioned themselves as strategically as Shinka. Founded in Dublin in 2024 by former Google employee Kieran Greene, Shinka is reshaping how advertisers connect with premium audiences through programmatic solutions tailored to the DOOH and Connected TV (CTV) industry.

Derived from the Japanese word for "evolution," Shinka embodies a fresh approach, emphasising transparency, efficiency, and fair competition. It offers media owners streamlined auction-based tools to maximise ad revenue, fostering innovation during the sector's shift from manual booking to automated trading. The company stands out with its focus on making high-quality inventory more accessible, measured, and responsive to the needs of advertisers.

Strategic Partnerships:Completing the Advertising Journey

Shinka's recent partnership with Place Exchange marks a significant step. While Shinka has collaborated with multiple supply-side platforms (SSPs), its alignment with Place Exchange is particularly impactful.

"They surface our exclusive hotel inventory to a broad network of buyers," says Greene. "Advertisers can now follow a traveller's journey from the airport billboards to hotel room screens."

This integration grants programmatic access to a previously untapped network: luxury hotel rooms, currently across nine cities in the UK and US, featuring top-tier brands like Hilton, Fairmont, and Waldorf Astoria. The collaboration also incorporates Place Exchange's PerView, which delivers real-time impression metrics and performance analytics.

Greene adds, "PerView enables us to measure impact across formats, which is vital for our in-room environments. Their turnaround and service levels are top-class."

The structure offers both open auction and private marketplace buying options, making premium placements accessible to a wider range of advertisers, without compromising exclusivity. This model closes the loop for brands wanting to maintain message continuity across the entire customer journey, from digital roadside screens to point-of-stay in hospitality venues.

Importantly, this move also contributes to democratising access to premium spaces. Small to mid-sized advertisers can now bid for impressions that were previously restricted to large-scale buyers. This represents a strategic step in Shinka’s broader mission of making high-impact environments available across a wider spectrum of buyers.

Global Innovation ThroughStrategic Location

With operations in Dublin, Sofia, and New York, Shinka’s international footprint reflects more than just global ambition, it’s a core part of its innovation strategy.

"Dublin is our headquarters and my home. It’s an emerging tech hub with a strong ecosystem and access to both European and global markets," Greene explains.

Sofia, Bulgaria, is home to Shinka’s engineering hub. "There’s phenomenal talent there. We chose Sofia not just for cost-efficiency, but for quality. Our engineers work remotely but are fully integrated into the company’s operations," Greene says.

This setup provides the company with an expanded viewpoint. With team members from multiple countries, Shinka incorporates a variety of cultural and technical insights that help shape a product suited for global use. This inclusive approach leads to a more versatile user interface and backend architecture that can adapt to diverse market requirements.

New York serves as the company’s gateway to the US market, one of the largest and most advanced advertising economies globally. "Being close to our clients in the States ensures we stay relevant and responsive. Most of our recent growth has come from the US," Greene confirms.

The geographic diversity of the team offers operational resilience, better time-zone coverage, and improved client service. It also aligns with a modern, decentralised work culture that enables Shinka to scale without the traditional limits of location.

From Google to Shinka: Building on Experience and Agility

Kieran Greene’s seven-year tenure at Google has heavily influenced the strategic and operational foundations of Shinka. Combined with his executive MBA, this experience has informed the company’s focus on data-led decision-making, stakeholder management, and operational efficiency.

"Google was like a business school. It taught me how to influence senior stakeholders and address business challenges holistically," Greene reflects. This analytical, solutions-oriented mindset is woven into the DNA of Shinka.

At Shinka, transparency and data accessibility are prioritised. The platform gives advertisers and media owners alike real-time reporting and actionable performance insights. This level of visibility empowers better decisions and ensures accountability across the programmaticsupply chain.

Greene is also conscious of the inefficiencies that can creep into large organisations. "Google taught me what works, and what doesn’t. We’ve built Shinka to remain agile, avoid unnecessary bureaucracy, and deliver personalised service."

A notable differentiator for Shinka is its high-touch approach to client support. "We don’t treat our clients like ticket numbers. Whether it’s an SMB or an enterprise-level brand, we offer tailored onboarding and ongoing support,"says Greene.

This inclusive approach allows the platform to serve a wide client base without sacrificing quality. "Local businesses and startups are often the most innovative. They need access to the same tools as the big players, and we make that possible," Greene adds.

The Rise of Programmatic DOOH

The DOOH space is experiencing rapid evolution. Greene outlines this clearly: "We’ve moved from static billboards to digital formats, and now we’re transitioning to real-time programmatic auctions."

One major trend is dynamic creative optimisation. Campaigns are increasingly tailored based on variables like location, time of day, and audience profile. Shinka’s platform allows brands to trigger context-aware messaging aligned with events, weather, or even traffic patterns.

"We’re seeing hyper-localised campaigns that adjust in real time. A brand promoting iced coffee can switch to hot beverages if the weather changes. That kind of agility just wasn’t possible before," Greene explains.

As DOOH integrates into broader digital media strategies, advertisers seek seamless omnichannel execution. Shinka is helping bridge this gap by offering tools and integrations that bring DOOH into the same buying frameworks as CTV, display, and mobile.

Greene also highlights how media owners are learning from other programmatic channels. "The evolution in CTV taught us a lot. We’re applying those lessons in DOOH to skip past inefficiencies and get to scalable solutions quicker."

The core innovation lies in Shinka’s role as an independent mediation layer. "We facilitate fair, transparent auctions that give buyers more choice and sellers more control," Greene explains. This helps democratise access and creates a healthier, more competitive ecosystem.

Shinka’s architecture is purpose-built for DOOH, not a retrofit from online display. "We’ve built this platform from the ground up to suit the unique attributes of DOOH: location precision, screen resolution, and real-world visibility."

Scaling with Focus and Precision

Shinka currently works with 15 clients and aims to grow that number 4x by year-end. This rapid scaling is underpinned by three strategic pillars:

1. Customer and Channel Growth:

Direct deals and channel partnerships (e.g., Doohly in Australia) extend market reach without overstretching internal resources.

2. Product and Revenue Innovation:

Enhancing the core platform with features that drive real ROI for clients.

3. Strategic Technology Alliances:

Collaborations with Google Cloud, AWS, and leading SSPs ensure infrastructure resilience and market reach.

"Our growth model balances ambition with pragmatism. We’re expanding rapidly, but not at the cost of service or innovation," Greene notes.

The hiring strategy supports this scale-up. Shinka is recruiting across engineering, commercial, and customer success functions. The goal is to strengthen its core capabilities while preserving its agility.

"We’ve set ourselves up to support clients of all sizes, from global enterprise clients to hyper-local media owners. We’re resourcing the business to maintain that promise as we grow," Greene adds.

As cities grow smarter and consumers demand privacy-respecting advertising, DOOH is poised for significant growth. Shinka’s contextual, data-light approach positions it well to thrive in a world where digital targeting is increasingly constrained by regulation.

"DOOH & CTV can offer high-impact reach without relying on personal data. That’s a major strength in today’s environment," Greene says.

Conclusion

Shinka's evolution is more than a success story in advertising technology, it's a reflection of where the media industry is heading. Unencumbered by legacy frameworks and built on transparency, global diversity, and modern architecture, Shinka is transforming how brands reach audiences in today's connected world.

From premium hotel screens & household TVs to hyper-localised roadside billboards, Shinka empowers media owners with the tools they need to reach the right people, in the right place, at the right time. As the programmatic CTV & DOOH space continues to mature, Shinka is positioning itself not just as a participant, but as a leader shaping the future of advertising.