Programmatic DOOH

Programmatic DOOH means buying time on digital out-of-home screens (screens in streets, malls, stations) automatically through software, instead of negotiating each screen by phone or email.

In the traditional model, an advertiser signs a contract for specific panels and fixed dates. In the programmatic model, software connects buyers and screen owners: the advertiser sets a budget, locations and conditions, and the system books the matching screen time.

The practical benefits are speed and flexibility. A campaign can start in days instead of weeks, run only at chosen moments (certain hours, certain weather, certain neighborhoods) and be adjusted or stopped while it runs. Prices are usually expressed as a CPM, the cost per thousand contacts.