Programmatic digital-out-of-home advertising (pDOOH) is the ad tech solution that’s revolutionizing the OOH medium. 

It uses dynamic digital screens and programmatic algorithms that allow advertisers to reach highly targeted audiences while they’re out in the real world — something that has, until recently, only been possible with online advertising. 

The development of pDOOH is the result of advancements in data and automation in ad tech, of which Grapeseed Media, a leading programmatic digital advertising agency, is at the cutting edge. 

Through our pDOOH campaigns, Grapeseed is driving industry innovation, facilitating a shift toward audience-centric ads that leverage various data sources to target, reach, and engage specific audience segments on the go. 

This article will cover the basics of how pDOOH works and the benefits of partnering with Grapeseed Media to launch and manage your programmatic DOOH advertising campaigns.

Programmatic DOOH: How It Works

If you’ve ever seen the dynamic digital billboards in New York’s Times Square, London’s Piccadilly Circus, or Tokyo’s Shibuya Crossing, then you’ve witnessed pDOOH in action.

Unlike traditional DOOH, pDOOH comes with increased inventory options and real-time bidding auctions. Comprehensive targeting options allow you to deliver your message in areas that index high for your target audience during the days and times they have historically been in the screen’s vicinity.

This enables you to extend your advertising options to:

  • Roadside billboards
  • Shopping malls
  • Airports
  • Bars
  • Gyms
  • Hotels
  • Office buildings
  • Subways
  • Bus stops
  • Taxi/Rideshare TVs
  • Gas stations
  • Ski lifts
  • Golf carts

If you dream of seeing your ad in Times Square, Grapeseed can make that dream a reality with our programmatic ecosystem that allows businesses to set up and successfully execute data-driven, automated, and measurable programmatic DOOH ad campaigns. 

We can help you connect with your audience in the real world based on their location, state of mind, and circumstances. You can even factor in the context of your audience’s surroundings, allowing you to reach your target audience in the right place and at the right time.

Some of the benefits of programmatic DOOH ads include:

  • Contextually relevant ads
  • Better brand awareness
  • Integrates with other marketing channels
  • Fast and flexible — tailor messages for different times of day or even the weather
  • Unskippable
  • No minimum budget for most screen types
  • No long-term contracts
  • Individual screen selection

Programmatic DOOH Targeting Options

Grapeseed Media gives you access to various audience targeting options for some of the most accurate targeting in the industry. 

For example, using the same audience datasets available for online ads, we target areas that index high for those same users — screens near their offices during their commute and screens at home on the weekend.

Location data — Use the physical location of your target audience to deliver contextual messages based on where they are. This can be done by targeting individual screens or radiuses around a point of interest. For example, a store selling sportswear could display pDOOH ads in local gyms and on street furniture in the surrounding area.

Data triggers — Add relevance to your ads using data triggers such as the time of day or the weather. For example, a restaurant with an outdoor terrace might take advantage of a sunny day to entice shoppers to stop by for a bite.

Visual sensors — Some placements have integrated sensors that can detect engagement and dwell time to help measure and improve the effectiveness of your ads. 

Mobile tagging and retargeting — If people are close enough to your pDOOH ad, you can tag their mobiles using their device IDs and serve them more ads later to move them through your sales funnel. A minimum number of impressions are required to access this feature.

Live information — leverage trending news stories to deliver even more relevant and timely messages to your audience.

Multiple publishers — With pDOOH, you can plan and buy large-scale ad campaigns across multiple publishers quickly and easily. 

MeasurementpDOOH allows advertisers to track a sample of mobile devices of users who were exposed to the ad. This enables us to measure and attribute a portion of post-impression activity — whether that’s an action taken on a site or tracking a user who walks into a specific store location.

The Benefits of Partnering With Grapeseed for Programmatic DOOH Campaigns

Ready to start harnessing the power of pDOOH? Here are some of the benefits of partnering with Grapeseed Media. 

Media Quality

With the highest standards in the industry, Grapeseed is uncompromising when it comes to media buying. We select only brand-safe, premium, and easily visible programmatic DOOH inventory, including customized whitelists.  

Custom Campaigns with a Human Touch

With Grapeseed, there’s no cookie-cutter approach to pDOOH campaigns — each campaign focuses on your business goals.

Although all our campaigns are data-driven, there’s always a team of experts behind the scenes who manually optimize the ads outside the algorithm.


Getting familiar with the technical ins and outs of pDOOH is a steep learning curve. Fortunately, when you partner with Grapeseed, you don’t have to worry about it. 

Our team of dedicated strategists and experts have years of hands-on technical experience in the programmatic space and are on hand to oversee the whole process.

With their support, you’ll enjoy fast campaign setup and supercharge its performance under their watchful eye. They’ll make sure your campaign runs smoothly and efficiently from start to finish.

You can avoid the learning curve and let them guide you every step of the way while guaranteeing the success of your campaigns — giving you more time to focus on other strategic elements of your business.

Use of Seed-Level Data

When you partner with Grapeseed Media, you are guaranteed pDOOH campaigns that identify and communicate with exclusively real, in-market users whose demographics match your ideal customers.

A Free Design Studio

Grapeseed formats and enhances your branded art and copy to captivate your target audience — free of charge. 

Established Partnerships with Demand-Side Platforms (DSPs)

When you work with Grapeseed, you don’t have to worry about evaluating DSPs. We have already vetted and approved the best DSPs to make sure your campaigns get in front of real customers with an interest in your product or service. 


Thanks to our expertise, robust industry partnerships, and efficient processes, the Grapeseed team is able to offer transparent, cost-effective programmatic solutions that help you increase conversions and maximize your return on ad spend (ROAS). 

Comprehensive reporting

Access to data insights is essential for determining what is and isn’t working and optimizing ad campaigns accordingly.

Comprehensive metrics allow you to measure campaign performance and deliver clear and actionable insights and digestible data as often as you like — customized to your preferences. 

Add pDOOH to your digital marketing strategy with Grapeseed Media

Here at Grapeseed, we’re all about delivering value to our clients and have already helped over 2,000 businesses just like yours reach new audiences and boost their sales using pDOOH and other programmatic solutions.

Partnering with Grapeseed for your pDOOH campaign gives you access to data-driven, expertly crafted programmatic advertising campaigns that drive massive returns on ad investment. Best of all, you can harness the technology without having to master its technical intricacies.

Book a call with the Grapeseed team today to learn more about creating a winning programmatic DOOH strategy.