Private Marketplaces Dominate Global Programmatic DOOH Spend at 76%
· 2d ago · Originally reported by Sixteen:Nine
Private marketplaces now account for 76% of global spending in programmatic digital out-of-home (DOOH) advertising. This indicates a strong preference for more controlled and curated buying environments over open exchanges in the DOOH sector.
Why it matters
The shift toward private marketplaces suggests advertisers are seeking greater transparency, brand safety, and premium inventory in DOOH campaigns.
Explain it like I’m new here
It's like most people choosing to shop at exclusive stores instead of open markets because they trust the quality more.
Read the original at Sixteen:Nine
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.
Private marketplace (PMP)
A private marketplace (PMP) is an invitation-only programmatic auction in which a publisher lets a selected group of buyers bid on specific inventory, usually with a floor price, via a deal ID.
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.
Open auction
An open auction is a real-time programmatic auction in which any approved buyer connected to an exchange can bid on a publisher's impressions, without a pre-arranged deal.
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