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DOOH Ad Format Guide
Major Platforms in the Programmatic DOOH Ecosystem
Programmatic Digital Out-of-Home advertising operates through a network of technology platforms that connect advertisers with digital screens across physical environments.
These platforms typically fall into two primary categories:
Demand-Side Platforms (DSPs) used by advertisers to buy media
Supply-Side Platforms (SSPs) used by media owners to make inventory available
Understanding the major platforms involved in the programmatic DOOH ecosystem helps advertisers plan campaigns and helps media owners integrate their inventory into programmatic marketplaces.
These platforms typically fall into two primary categories:
Demand-Side Platforms (DSPs) used by advertisers to buy media
Supply-Side Platforms (SSPs) used by media owners to make inventory available
Understanding the major platforms involved in the programmatic DOOH ecosystem helps advertisers plan campaigns and helps media owners integrate their inventory into programmatic marketplaces.
Major Demand-Side Platforms (DSPs)
Demand-side platforms allow advertisers and agencies to plan, purchase, and manage advertising campaigns across multiple media channels.
These platforms enable buyers to access DOOH inventory alongside other digital channels such as display, video, mobile, and connected TV.
DSP
The Trade Desk
Yahoo DSP
StackAdapt
Google Display & Video 360
Adform
Primary Use
Omnichannel programmatic buying
Digital and omnichannel campaigns
Programmatic advertising platform
Enterprise media buying platform
Global DSP platform
Notes
One of the largest DOOH marketplaces
Strong presence in international markets
Integrates with major DSPs
Widely used by screen networks
Combines traditional and programmatic OOH buying
These platforms allow advertisers to integrate DOOH campaigns into broader omnichannel media strategies.
Major Supply-Side Platforms (SSPs)
Supply-side platforms represent digital screen networks and make inventory available to programmatic buyers.
SSPs connect media owners to DSPs and manage the programmatic transaction process.
SSP
Vistar Media
Hivestack
Place Exchange
Broadsign
AdQuick
Primary Focus
Programmatic DOOH platform
Global DOOH SSP
DOOH exchange platform
DOOH ad serving and SSP platform
Marketplace for out-of-home inventory
Notes
One of the largest DOOH marketplaces
Strong presence in international markets
Integrates with major DSPs
Widely used by screen networks
Combines traditional and programmatic OOH buying
These platforms help screen operators connect their inventory to programmatic demand.
Other Technology Platforms in the DOOH Ecosystem
In addition to DSPs and SSPs, several other types of platforms support programmatic DOOH.
Platform Type
- Ad Servers
- Content Management Systems (CMS)
- Measurement Providers
- Data Providers
Function
- Deliver ads to screens and manage playback
- Control screen networks and content scheduling
- Estimate audience exposure and impressions
- Supply targeting data for campaigns
These technologies work together to enable the delivery and measurement of DOOH advertising campaigns.
How These Platforms Work Together
A typical programmatic DOOH transaction involves several steps:
- An advertiser plans a campaign in a DSP.
- The DSP identifies available inventory across connected SSPs.
- The advertiser bids or purchases inventory.
- The SSP sends creative to the screen network.
- The ad is displayed on the selected screens.
This ecosystem allows advertisers to activate campaigns across thousands of digital screens without negotiating individual placements with each media owner.
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