←Back to the blog

The Power of Programmatic DOOH Advertising

December 20, 2022

At this point, we have all heard of Digital out-of-home advertising (if not, check out our blog post on it) but there’s another layer to it – Programmatic Digital Out-of-Home Advertising.


In simple terms, pDOOH it is a way of utilizing technology to purchase and manage advertising spots with all transactions occurring through automation. Programmatic advertising uses algorithms to automate and streamline the buying and selling of digital advertising space on ad exchanges, helping advertisers find the right ad inventory for reaching and engaging their target audiences, in real-time and with precision, across multiple publishers.


Programmatic ad buying offers powerful targeting capabilities for omnichannel marketers, enabling the selection of precise audience goals and tailored parameters. You can reach your chosen market with privacy compliant mobile IDs or even customize further through concentration-based approaches, geofencing, behavior tracking offline conditions and more.


As a media owner, you have the unique opportunity to decide what ads will run on your network. If your inventory meets the requirements set by the marketer, your network will be targeted for the campaign. Since you have full control of which ads run on your screens, you must take the time to review the creative and either approve or deny it. If approved, you will obtain new revenue from that campaign.


Programmatic buying offers a sophisticated approach to purchasing digital media. Through an automated auction-based exchange, buyers can access available inventory from publishers and bid on individual impressions with precision - so they get the exact spot they want according to pre-set criteria in real time.


The ad buying process goes a little like this:

  • A publisher offers up ad impressions for auction – also known as a supply-side platform (SSP).
  • An advertiser throws out a bid to win that auction – also known as a demand-side platform (DSP).
  • Similar to a classic auction, the highest bidder gets the prize—in this case, the opportunity to run ads on a given publisher’s inventory.


Programmatic DOOH has the benefit of reaching highly engaged audiences who have taken a physical action to demonstrate their interest in certain topics, such as health and fitness. By leveraging programmatic technology for targeted displays near gyms or other key locations, marketers can ensure they are connecting with users actively expressing an intent related to their products or services.


ProgrammaticDOOH's power to target specific audiences allows brands the unique opportunity to create cohesive messaging that spans across different platforms, ultimately enhancing their customer journey and leading them towards conversion.


This technology has revolutionized the relationship between OOH advertisers and media companies, allowing for faster delivery of creative ad content. As a result, it is quickly becoming essential in providing an effective multi-channel approach to advertising.


We know that this is a lot of information to digest so if you’re interested in learning more, please contact our team at sales@adxcelerant.com.