Hayssam Soueidan

When programmatic DOOH began scaling rapidly, much of the market focused on expanding inventory. Hayssam Soueidan chose a different path. He believed the real challenge was not how many screens could be connected, but how well performance could be understood, anticipated and explained.

For the past nine years, as Chief Technology Officer at Displayce, he has built a technology vision centred on data, prediction and audience quality. His approach treats DOOH as a context-driven medium, where audience flows, environment and timing define value. This thinking shaped a data- and AI-driven OOH Suite designed to make campaigns more predictable, more accountable and easier to operate at scale. Under his leadership, Displayce pioneered some of the earliest AI deployments in programmatic DOOH, embedding generative AI and predictive optimisation into planning and delivery to improve how campaigns are planned and executed. Rather than isolated innovations, these technologies were designed to support clearer, more confident decision-making for agencies and brands. Hayssam Soueidan applied the same thinking to audience data, contributing to the shift from screen-based buying to audience-based strategies. After JCDecaux became majority shareholder in 2022, this approach was scaled at group level via a Data Management Platform deployed across 18 countries. In 2025, this strategy supported strong business momentum, including a 110% year-on-year growth in programmatic activations, and was recognised by industry awards. Through the choices he made and the systems he put in place, Hayssam Soueidan has played a key role in how programmatic DOOH is built and used today.