Glossary A–ZLetter P
Programmatic DOOH
In programmatic trading an automatic auction decides which creative gets a free slot in a screen's loop.
Selling and buying take place on platforms that match supply and demand in fractions of a second.
The language between seller and buyer is called OpenRTB and comes from online advertising; since version 2.6 it has its own DOOH object. This contains, among other things, details of the location and the type of venue. Advertisers can thus select screens by setting, region or time of day without negotiating with each network operator individually. Besides the open auction there are private marketplaces and fixed agreements between known partners.
The difference from the web: one spot reaches everyone who happens to be nearby, not just one person. A multiplier is therefore passed along, stating how many impressions one play represents. Operators should know where this value comes from. The player must also load purchased creatives in time and report the play back reliably.