Digital Out-of-Home (DOOH)
Digital out-of-home (DOOH) is digital advertising on screens in public and physical spaces "” billboards, transit, retail, and venues "” increasingly bought programmatically.
Key takeaways
- DOOH is digital advertising on screens in physical public spaces.
- Programmatic DOOH (prDOOH) lets these screens be bought via DSPs.
- It's a one-to-many format, so impressions are modeled, not per-user.
- Location and mobility data drive DOOH audience targeting and measurement.
Programmatic comes to the street
DOOH digitized billboards and public screens; programmatic DOOH connected them to DSPs so buyers can activate them alongside digital campaigns, triggering creative by time, weather, or audience conditions. It brings automation and data to a channel that was historically bought manually and months in advance.
Measuring a one-to-many medium
DOOH is fundamentally one-to-many "” many people pass one screen "” so it can't count per-user impressions like web. Instead it uses impression multipliers derived from anonymized mobility and location data to estimate how many people were exposed, giving it a comparable currency to other digital channels.
| What it is | Digital screens in physical spaces |
|---|---|
| Programmatic form | prDOOH via DSPs |
| Audience model | One-to-many, modeled impressions |
| Data | Anonymized mobility / location |
Frequently asked questions
What is programmatic DOOH?
It's the ability to buy digital out-of-home screens through DSPs, activating them alongside digital campaigns and triggering creative by conditions like time, weather, or audience presence.
How are DOOH impressions measured?
Because DOOH is one-to-many, impressions are modeled using anonymized mobility and location data to estimate how many people were exposed, rather than counted per user.