OOH glossary · Digital
Programmatic DOOH
Programmatic DOOH is buying and selling digital out-of-home ad time through software, often by auction.
In programmatic, software handles the buy. The buyer’s demand-side platform (DSP) bids for screen time, and the seller’s SSP offers it.
The IAB-led DOOH glossary describes real-time bidding as an automated auction, one impression at a time. Programmatic direct deals skip the auction and work more like a normal sale.
Programmatic can fill unsold digital time with buyers an operator would never reach by phone. The trade-off is less control over price and buyer.