DOOH Programmatic Primer: Learn about How Programmatic Trading is influencing DOOH and how to think about growth as a publisher

Where DOOH Meets AdTech

Summary

In this episode of OOH Insider, Tim Rowe celebrates the fifth anniversary of the podcast and introduces a comprehensive series on programmatic advertising. We discuss the current state of global advertising spend, the shift towards DOOH, and the importance of understanding programmatic trading. Tim emphasizes the need for direct sales strategies and best practices for private marketplace (PMP) deals while navigating the challenges of open auctions and remnant inventory. The episode concludes with a call to escape the echo chamber of sales discussions and focus on actionable strategies for growth.
DOWNLOAD THE DECK FROM TODAY'S EPISODE:

• https://www.theoohinsider.com/downloads/2025-programmatic-dooh-primer/

Takeaways

• Happy anniversary to OOH Insider!
• Understanding advertising spend is critical as a publisher.
• DOOH is gaining a larger share of spend, but is it growing?
• Programmatic trading is on the rise, but direct sales are essential to growth.
• PMP deals offer curated inventory for targeted advertising.
• Open auctions can lead to quality control issues.
• Direct sales teams are necessary for success in programmatic.
• Brands are increasingly using programmatic for trafficking advertising.
• Escaping the echo chamber is essential for true innovation.

Chapters

00:00 Celebrating Five Years of OOH Insider
02:47 Introduction to the Programmatic Primer
06:06 Understanding Global Advertising Spend
08:57 The Shift Towards DOOH
11:49 Programmatic Trading Insights
15:07 Best Practices for PMP Deals
17:56 Navigating Open Auctions and Quality Control
21:11 The Importance of Direct Sales
24:05 Escaping the Echo Chamber

Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.