VIOOH Adds 460 Adams Outdoor Digital Billboards to Programmatic Platform
· 19h ago · Originally reported by PPC Land
VIOOH has expanded its programmatic digital out-of-home (DOOH) inventory by incorporating 460 roadside digital billboards from Adams Outdoor across 14 U.S. states. These screens collectively claim 4.9 billion monthly impressions, offering advertisers new reach in markets from Charlotte to Pittsburgh.
Why it matters
This move increases the scale and geographic diversity of programmatic DOOH inventory, making it easier for advertisers to buy outdoor ads using digital tools. It also highlights ongoing questions about how audience impressions are measured in the DOOH space.
Explain it like I’m new here
It's like adding hundreds of new digital billboards to an online shopping site for ads, so more people can easily buy space on them.
Terms in this story
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
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.
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.
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