What Is Programmatic DOOH (pDOOH)? DefinitionDefined.
Programmatic DOOH (pDOOH) is the automated buying of digital out-of-home screens through DSPs, enabling audience targeting, dayparting, and dynamic creative.
- 500,000+ locations
- AAM-audited delivery
- English, Spanish + 15 more languages
- Fully managed
Programmatic DOOH
Programmatic DOOH, or pDOOH, is the automated buying of digital out-of-home screens through demand-side platforms. It is the intersection of two ideas: DOOH (the digital, screen-based form of out-of-home) and programmatic buying (automated, data-driven activation). Because the inventory is digital, pDOOH can rotate creative, target by audience segment and daypart, and respond to real-time triggers in ways static OOH cannot.
pDOOH is the fastest-maturing way to buy out-of-home. It lets a planner launch, adjust, pause, or reallocate a campaign across many screens and operators without renegotiating individual contracts, and it makes mobile audience extension — retargeting people exposed to a screen on their phones or connected TV — structurally easier. The trade-off versus direct buys is guaranteed placement: programmatic wins on flexibility, direct wins on securing a specific, named venue list.
Related terms:
Related guide: How to Buy DOOH Advertising.
Pair it with
Public health
Campaigns for health departments and nonprofits.
Explore public health →Point of care
Waiting rooms, exam rooms and HCP lounges.
Explore point of care →Pharmacies
Counter, shelf and screen, at pickup.
Explore pharmacies →Community centers
Rec centers, gyms and youth sports.
Explore community centers →DOOH
Digital screens across every venue type.
Explore DOOH →