Programmatic DOOH Connects Digital Advertising With Physical Spaces
· 3h ago · Originally reported by Exchange4Media
Programmatic digital out-of-home (DOOH) advertising is enabling brands to buy and manage ads on physical screens using digital tools. This approach brings automation and data-driven targeting to billboards, transit displays, and other public screens.
Why it matters
This matters because it allows advertisers to reach people in real-world locations with the same precision and flexibility as online ads, making campaigns more efficient and measurable.
Explain it like I’m new here
It's like using your computer to pick which billboard shows your ad, just like you do with online ads.
Read the original at Exchange4Media
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
DOOH (digital out-of-home)
DOOH (digital out-of-home) is advertising on digital screens in public places, such as billboards, transit stations, airports, malls, lifts and taxis, often bought programmatically.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Targeting
Targeting is choosing which people, contexts, places, devices or times should see an ad, so that the budget is spent on the audiences most likely to respond.
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