Programmatic DOOH is the automated buying and selling of digital out-of-home ad space using software platforms instead of manual insertion orders. It brings the targeting and flexibility of online advertising to screens in the physical world.
The players in a programmatic DOOH buy
- Media owner: the company that operates the screens, like NYC Digital Screens.
- SSP (supply-side platform): makes the screens’ ad slots available to buyers.
- DSP (demand-side platform): where advertisers and agencies set targeting, budgets and bids.
- Ad server and CMS: delivers the winning creative to the screen and logs each play.
How a programmatic DOOH buy works
- The buyer creates a campaign in a DSP and selects DOOH inventory.
- Targeting is set by location, venue type, time of day and other available data.
- When a screen has an open slot, it is offered through the SSP.
- The DSP bids; the winning ad is sent to the screen and played.
- Impressions and plays are reported back to the buyer.
Open exchange vs. deals
On the open exchange, any approved buyer can bid on available inventory. With a private deal, the media owner and buyer agree on terms in advance and share a deal ID, which gives the buyer more control over where ads run. If you want specific neighborhoods or venues, ask the network about a deal.
Programmatic or direct?
Programmatic is ideal when you want flexibility: start fast, adjust budgets, and run DOOH alongside online campaigns in one platform. Direct buys make sense when you need guaranteed placement in specific stores, help with creative, or a fixed flight. Many campaigns combine both.
Why point-of-purchase screens work for programmatic
Screens inside pharmacies, delis and salons reach people close to a purchase decision. That makes them useful for retail media and shopper marketing strategies, where the goal is to influence what people buy, not just raise awareness.
Want to buy our network through your DSP? See programmatic DOOH on NYC Digital Screens.
Get on screen in New York
NYC Digital Screens runs HD screens in pharmacies, delis, barbershops and salons across New York City. Reach shoppers at the point of purchase, targeted by neighborhood. Call (800) 293-5583.
