Programmatic DOOH
The automated, data-driven buying and selling of Digital Out-of-Home advertising inventory using real-time bidding technology.
Programmatic Digital Out-of-Home (pDOOH) refers to the automated buying and selling of digital out-of-home advertising inventory through technology platforms, using data signals and real-time bidding (RTB) to determine which creative is displayed on which screen at any given moment.
In traditional DOOH, media owners sell screen time directly to advertisers through manual insertion orders. Programmatic DOOH replaces this with an automated marketplace: media owners list their inventory on a Supply-Side Platform (SSP), advertisers bid for impressions through a Demand-Side Platform (DSP), and the winning creative is served to the screen in near real-time.
Programmatic DOOH enables advertisers to activate campaigns based on contextual triggers — weather conditions, time of day, audience demographics, proximity data, or even real-time events — making in-store and out-of-home advertising far more responsive and measurable than traditional methods. The Adflux programmatic SSP connects retailers' in-store screen networks to 35+ global DSPs, enabling brands to purchase in-store advertising inventory programmatically.