Programmatic DOOH Platform Directory
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Major Platforms in the Programmatic DOOH Ecosystem
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
Primary Use
Notes
The Trade Desk
Omnichannel programmatic buying
One of the largest DOOH marketplaces
Yahoo DSP
Digital and omnichannel campaigns
Strong presence in international markets
StackAdapt
Programmatic advertising platform
Integrates with major DSPs
Google Display & Video 360
Enterprise media buying platform
Widely used by screen networks
Adform
Global DSP platform
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
Primary Use
Notes
Vistar Media
Programmatic DOOH platform
One of the largest DOOH marketplaces
Hivestack
Global DOOH SSP
Strong presence in international markets
Place Exchange
DOOH exchange platform
Integrates with major DSPs
Broadsign
DOOH ad serving and SSP platform
Widely used by screen networks
AdQuick
Marketplace for out-of-home inventory
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
Function
Ad Servers
Deliver ads to screens and manage playback
Content Management Systems (CMS)
Control screen networks and content scheduling
Measurement Providers
Estimate audience exposure and impressions
Data Providers
Supply targeting data for campaigns
These technologies work together to enable the delivery and measurement of DOOH advertising campaigns.
How These Platforms Work Together
- 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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