While Competition Increases in DOOH, Programmatic Guaranteed with Screenverse Enables Secured Placements and Delivery

2026 could go down in history as one of the most important years for advertisers and marketers. From the FIFA World Cup appearing across 11 host cities in the United States to the 2026 General Midterm Elections in November, consumer attention is more fragmented than ever, and the only true source to reach them is to show up in their everyday lives. 

Out-of-home (OOH) advertising remains the most powerful channel for reaching audiences in the physical world. From digital billboards and large, spectacular displays at iconic destinations to place-based screens in retail and residential locations, more advertisers are leaning into the medium as the most reliable and impactful way to make a statement. Whether it’s leading up to a product launch, grand opening, or tentpole event, advertisers require transparency, certainty, and guaranteed delivery with their campaigns—especially as the spotlight for attention (and OOH inventory) is limited.

Programmatic guaranteed (PG) transactions with Screenverse give advertisers the easiest path to secure premium digital out-of-home (DOOH) inventory in advance, with complete confidence. Think of premium digital displays outside a major sporting arena or digital screens inside luxury residential apartment buildings where decision-makers live. As advertisers plan their most important campaigns around tentpole events or brand activations, programmatic guaranteed helps brands secure high-quality, valuable inventory in advance, with no surprises in between.

In this blog, we’re breaking down the benefits it offers advertisers, how programmatic guaranteed compares to other buy types, and the ideal situations for activating a PG campaign.

What is programmatic guaranteed in digital out-of-home (DOOH) advertising?

Let’s start with the basics. Digital out-of-home (DOOH) advertising uses digital screens in public spaces to deliver timely, contextual brand messages, combining the reach of traditional out-of-home with the flexibility and measurability of digital media. Think of a digital screen located within a restaurant or bar. This is the ideal placement for an alcohol brand to reach 21+ audiences who are primed and ready for a beverage, especially from a brand that can influence their purchase decision.

An evolution of DOOH, Programmatic DOOH (prDOOH) enables advertisers to plan, buy, and activate placements efficiently through automation, control, and flexibility. Think of that same screen inside a restaurant—with prDOOH, an ad could trigger happy-hour messaging between 3:00 pm and 5:00 pm, when the bar is packed with folks after work.

At its core, programmatic DOOH relies on a sophisticated ecosystem that includes advertisers, publishers (owners of DOOH screens), data providers, and platforms such as demand-side platforms (DSPs) and supply-side platforms (SSPs). Through these platforms, advertisers can define their target audience, set campaign objectives, and bid for ad placements on DOOH screens in real time.

Programmatic guaranteed combines the efficiency of programmatic with the certainty of a direct buy—fixed CPM with a guaranteed budget and flight—ultimately helping brands lock in guaranteed impressions, placements, and pricing ahead of their most important campaigns. With the example above, an alcohol brand would secure inventory in restaurants, bars, and downtown city centers during a major sporting event, such as the FIFA World Cup, to lock in premium placements with certainty around delivery—where, when, how much, and at what price.

Screenverse’s SVP of Programmatic & Client Services, Montana Accavallo, shares her insights on how programmatic guaranteed has revolutionized DOOH, “Programmatic Guaranteed has reshaped DOOH by removing the tradeoff between control and automation. Buyers no longer have to choose between locking in premium inventory and executing with programmatic precision. They get both.

It combines the certainty of direct buying with the efficiency, targeting, and measurement transparency of digital, making premium DOOH easier to plan, easier to trust, and easier to scale.

It has ultimately helped position DOOH as a more predictable, accountable, and integrated part of the modern media mix”.

When should programmatic guaranteed be used for DOOH campaigns?

One of the biggest advantages of using programmatic guaranteed is that it allows advertisers access to premium inventory that is often unavailable or limited  in open or auction-based marketplaces.

Advertisers leverage programmatic guaranteed in their DOOH campaigns for their most important initiatives, particularly when visibility is crucial and cannot be compromised.

The following are a few examples of when to use PG in OOH:

• High-Impact Events: For monumental moments like the FIFA World Cup, national elections, or major music festivals like Coachella, PG allows advertisers to lock in premium placements in advance—securing budget and minimizing exposure to last-minute competition and scarce inventory.
• Long-Term Sponsorships: Brands looking for sustained presence in high-profile environments—such as Times Square, the Las Vegas strip, or major transit centers—can leverage PG to secure placements over longer durations.
• Seasonal Campaigns: During evergreen seasonal campaigns such as the holidays or back-to-school season, PG gives brands the ability to reserve priority inventory early while offering greater predictability around upcoming availability.
• Short-Term Campaigns: For time-sensitive efforts like limited-time promotions or new product launches, PG ensures campaigns deliver within specific timelines and receive assured exposure.

How programmatic guaranteed compares to other deal types:

There are multiple ways for advertisers to purchase DOOH inventory. As the exclusive programmatic partner for leading OOH networks—encompassing more than 150,000 digital screens in all 210 U.S. DMAs—Screenverse aims to simplify and scale DOOH access across all major DSPs and SSPs. Whether it be setting up deal IDs or troubleshooting a campaign, our team of programmatic experts provides white-glove service every step of the way.

The following table summarizes the key differences between different buying methods:

Screenverse supports programmatic guaranteed across major DSPs:

As programmatic guaranteed adoption continues to grow, we’re proud to support PG campaigns across major DSPs, including The Trade Desk, StackAdapt, Vistar Media, and Yahoo, among others. Our dedicated team works alongside planners and buyers to understand and build a PG workflow that seamlessly integrates into greater omnichannel campaigns. 

Contact us to learn more and start planning your PG campaign today.