What is DOOH advertising?
DOOH (digital out-of-home) advertising is ads shown on digital screens in public places, such as billboards, bus shelters, airports, malls, gyms, elevators and taxis. Unlike printed posters, screens can change ads by time of day, weather or audience, and much DOOH inventory can now be bought programmatically, with impressions estimated from footfall and location data.
DOOH measures audiences differently from web ads: one play may be seen by many people, so sellers use impression multipliers based on traffic and mobility data. Programmatic DOOH is bought through DSPs connected to DOOH SSPs.
Fraud and measurement issues include screens reporting plays that never happened, or inflated audience estimates. Buyers use proof-of-play logs, independent audience measurement and photos or sensor verification to check delivery.