DCA Italy and Unique X Extend Long-Term Agreement, Launching Programmatic Advertising to Italian Cinema
Dublin, Ireland & Milan, Italy – 16th June 2026
Unique X, the global leader in digital cinema solutions, is pleased to announce that DCA Srl (Digital Cinema Advertising), Italy’s leading cinema advertising concessionaire, has renewed its long-term agreement for the Advertising Accord platform. The renewal extends a partnership first established in 2022 and adds Unique X’s programmatic module, empowering DCA to connect directly to the programmatic advertising eco-system through the multiple Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs) integrated with Advertising Accord.
DCA is the exclusive national concessionaire for advertising across the UCI and The Space Cinema circuits, operating Advertising Accord throughout 68 cinemas and 683 screens in Italy. Since first deploying the platform, DCA has used Advertising Accord to manage its pre-show sales, inventory and dynamic scheduling, with automated real-time integration with Unique X’s RosettaBridge Theatre Management System, deployed in all UCI and The Space cinemas.
Through the programmatic module, DCA will be able to make its cinema inventory available to the wider digital advertising marketplace, connecting to buyers through the SSPs and DSPs they already use. This gives DCA access to new revenue opportunities by attracting brands and budgets that buy programmatically, complementing its traditional direct sales rather than replacing them. Advertising Accord brings both approaches together in a single, automated end-to-end workflow, allowing DCA to maximise demand and the value of every screen across its network.
The move also provides future-proof clarity for cinema advertising in Italy, positioning the big screen alongside other premium digital channels and ensuring DCA is ready as advertisers increasingly expect programmatic access to cinema audiences. With Advertising Accord, DCA continues to reach a quality audience of millions of cinemagoers each year in a distraction-free, fully engaged environment.
Phil Morris, Chief Commercial Officer of Unique X, commented:
“When we first partnered with DCA we spoke about securing the long-term future of cinema advertising in Italy, and this renewal does exactly that. DCA has been a fantastic partner, and bringing programmatic into the relationship is the natural next step. By connecting their inventory to the programmatic eco-system through multiple SSPs and DSPs, we are opening the door to new demand and new revenue, while giving DCA the clarity and confidence to plan for the future. We look forward to many more years working together.”
Alessandro Maggioni, CEO of DCA, added:
“Our experience with Advertising Accord over the past years has transformed how we plan and deliver advertising campaigns at the cinema. Renewing for the long term, and adding programmatic, was an easy decision. Programmatic gives us a direct route to advertisers and budgets we could not reach before, and it confirms cinema’s place within the modern, data-driven media landscape. We are confident the Italian market will benefit greatly as a result.”
About DCA
DCA Italy is the exclusive national concessionaire for advertising in the cinemas of the UCI and The Space Cinema circuits. It operates on the Italian territory with 68 cinemas and is the undisputed leader among advertising concessionaires with a market share of 44%. DCA’s mission is to engage the viewer before, during and after the show. Overseeing these three moments means creating a great emotional involvement, getting in tune with the viewers, making oneself memorable and structuring a highly targeted, innovative and personalised communication on the specific needs of one’s target audience, without dispersing the effectiveness of the message. DCA offers advertisers the ability to interact with a quality audience, who have actively chosen to be in their cinemas, at that moment, at that time, to see that content.
About Unique X
Established in 1997, Unique X is the world’s largest supplier of innovative digital cinema solutions, providing intelligent, autonomous cost-saving software and revenue-generating fully managed content services. Unique X operates in 102 countries across the globe and excels in delivering mission-critical cinema software. Advertising Accord currently powers 1.25 billion advertising spots annually across 31 territories and 48,500 screens worldwide. With its fully automated capabilities, it is transforming cinema advertising by providing exhibitors with a complete end-to-end solution that integrates both traditional and programmatic sales. Market-leading cinema solutions include RosettaBridge TMS (Theater Management System), RosettaNet (Circuit Management System), Movie Transit (Digital Cinema Package Content Delivery Network), Basekey (KDM management), RosettaLive (Event Streaming), Advertising Accord (Complete Advertising Sales Management and Programmatic Advertising), KDMX (next generation global KDM services) SmartTrailering (Intelligent Trailer Scheduling) and Unique’s unrivalled consumer product, the movie and gaming content private cinema hire event platform “Book The Cinema”.
