Programmatic & Buying

Programmatic DOOH (pDOOH)

Buying DOOH screen time automatically through ad-tech platforms rather than manual insertion orders, with inventory transacted between a DSP and an SSP via an exchange.

Also known as: pDOOH

Source: OAAA Digital OOH Primer

Related terms

Demand-Side Platform Software advertisers and agencies use to buy advertising programmatically, deciding which available impressions to bid on across exchanges. Supply-Side Platform Software media owners use to make their DOOH inventory available to many buyers at once, connecting their screens to demand via an exchange. Ad Exchange The auction-driven marketplace that sits between SSPs and DSPs, matching buyers’ bids to sellers’ DOOH inventory in real time. Programmatic Guaranteed A programmatic deal with a fixed price and guaranteed volume of impressions, automated through the pipes but reserved in advance rather than auctioned.