The Programmatic Glossary
A practical glossary designed to help marketers, advertisers and ad-tech professionals understand the terminology that powers programmatic advertising
Ad Formats
Digital Out-Of-Home (DOOH)
Programmatic advertising displayed on digital screens in public spaces: billboards, transit hubs, shopping centres, petrol stations and gyms. DOOH (Digital Out-of-Home) brings the scale and creative impact of outdoor advertising together with the targeting and flexibility of digital.
HOW IT WORKS
DOOH (Digital Out-of-Home) inventory is bought programmatically through SSPs (Supply-Side Platforms) and DSPs (Demand-Side Platforms), just like online display. Targeting is based on location, time of day, footfall data and contextual factors such as weather or local events. Unlike online advertising, DOOH targets audiences at a location level rather than identifying individuals.
EXAMPLE
A hot drink brand activates DOOH (Digital Out-of-Home) ads programmatically that only serve when the temperature drops below 10 degrees Celsius. Their ads appear on digital billboards near coffee shops and transport hubs during cold mornings, perfectly timed and contextually relevant, with no individual user tracking required.
RELATED TERMS
Audio advertising | Connected TV (CTV) | Programmatic Advertising | Contextual Targeting
★ LIMELIGHT INSIGHT: DOOH (Digital Out-of-Home) is part of Limelight's omnichannel programmatic strategy, enabling partners to extend their reach beyond screens and into the physical world.
