What is Programmatic Digital Out-Of-Home?

What is Programmatic Digital Out-Of-Home?

Have you heard of Programmatic Digital Out-of-Home (pDOOH)? Never? No worries, it's not too late to understand how it works now. Programmatic Digital Out-of-Home (pDOOH) is a form of advertising that involves the automated buying and selling of digital out-of-home (DOOH) advertising space. DOOH refers to digital media that is displayed in physical locations, such as digital billboards, screens in airports or shopping malls, and other public spaces. Programmatic advertising uses technology to automate the buying and placement of ads, making the process more efficient and targeted. 

For a brilliant and successful outdoor campaign, consult with our Firstboard specialists to ensure it's executed effectively. We offer customisable and various types of Out-of-Home solutions for you, aligning with your campaign goals, target audience, budget, and unique requirements that will take your business to a whole new level. Don't hesitate – send us a consultation request today!

We don't want anything too theoretical or complicated to understand, right? So, I will keep it simple and explain how pDOOH works in a more understandable way? Now, let's get into it!

How does Programmatic Digital Out-of-Home (pDOOH) work?

1. Inventory Availability

DOOH media owners make their advertising spaces (inventory) available on programmatic platforms. This can include a variety of formats such as digital billboards, transit displays, or screens in specific locations.

2. Data Integration

Data sources are integrated into the programmatic platform to enable better targeting and personalization. This can include demographic data, location data, and real-time data such as weather or traffic conditions.

3. Ad Space Auction

Advertisers use programmatic platforms to set their campaign parameters, including target audience, budget, and duration. The platform then conducts real-time auctions for available ad spaces based on these parameters.

4. Real-Time Bidding (RTB)

Advertisers bid in real-time for the available ad spaces. The highest bidder wins the auction, and their ad is displayed on the selected DOOH screens.

5. Dynamic Content Delivery

Dynamic content can be delivered to DOOH screens based on various factors such as time of day, location, or audience demographics. This allows for more personalised and targeted advertising.

6. Measurement and Analytics

Programmatic platforms provide advertisers with real-time data and analytics to measure the effectiveness of their campaigns. This includes metrics such as impressions, clicks, and audience engagement. The metrics are often gained from estimation of views, visual sensors, website visits, and other more.

7. Optimisation

Advertisers can use the insights gained from analytics to optimise their campaigns in real-time. This might involve adjusting the targeting parameters, creative elements, or overall campaign strategy.

8. Ad Creative Management

Advertisers can use programmatic platforms to manage and update their creative assets dynamically. This allows for greater flexibility and the ability to adapt to changing circumstances or audience preferences.

9. Verification and Transparency

Programmatic platforms often include verification tools to ensure that ads are displayed in the intended locations and meet quality standards. This helps enhance transparency in the advertising ecosystem.


By leveraging programmatic technology, pDOOH provides advertisers with more efficient and data-driven ways to reach their target audiences in the real world, while offering media owners opportunities to maximise the value of their inventory. Since Malaysia is yet to have a well-rounded pDOOH platform for all advertisers and marketers, we can expect one in the future.

Do you want to advertise your business on billboard without breaking your bank account? Then you are in the right place! Check out Firstboard home page for more information and book a consultation with us today!


Image Credits: Store, Data Channel, KellogInsight, Learn Do Operation, Point Visible, Salesx, LinkedIn, Acceleration Economy

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