Which demand-side platform (DSP) is best for programmatic DOOH? The one that reaches the screens you need in your markets, supports the deal types and measurement you plan to use, and fits your budget; so the practical answer is to shortlist a few platforms, check them against the same criteria, and ask each the same questions before you commit.
This guide gives you that process: a short list of platforms with DOOH buying that can be confirmed from their own published material, a weighted scorecard with a worked example, and a set of questions to send each vendor. For a quicker overview of the main names, see our companion guide, Top pDOOH DSPs: where should you buy your inventory?
What a DOOH DSP does
A DSP is the software advertisers use to choose inventory, set rules and bid. Vistar Media, in a June 2023 explainer, describes the capabilities buyers look for in a DOOH DSP: access to screens at scale, geographic and point-of-interest targeting, dayparting, audience data, dynamic creative and measurement. Some DSPs specialise in out-of-home; others are general platforms that added DOOH alongside display, video and connected TV. Our guide to how programmatic DOOH buying works explains where the DSP sits in the chain.
Platforms with confirmed DOOH buying
The table lists platforms whose DOOH buying can be confirmed from their own pages or from trade coverage, with the source. It is a starting shortlist, not a ranking, and it is not exhaustive. Check availability in your own markets, because coverage varies a lot by country.
| Platform | Type | What the source confirms |
|---|---|---|
| Google Display & Video 360 | General DSP | A dedicated digital out-of-home line item, mainly bought through deals, with static image and video creatives |
| The Trade Desk | General DSP | DOOH buying with optimisation and reporting described in its May 2023 DOOH guide |
| Yahoo DSP | General DSP | DOOH buying, including Hivestack inventory through open auction and private deals, as reported in June 2022 |
| Vistar Media | DOOH specialist | A DOOH DSP, described in its own explainer |
| Hivestack (Perion) | DOOH specialist, buy and sell side | A DOOH DSP plus supply-side tools, per coverage of Perion's acquisition in December 2023 |
| Broadsign Ads | DOOH buying platform | Broadsign's programmatic buying platform, formerly Campsite, rebranded and expanded to the US and Australia |
| Moving Walls | OOH platform | OOH planning, programmatic buying and measurement across 50+ markets, as described on its website; see also its programmatic DOOH explainer |
Screen counts, minimum spends and fees change often and are rarely published consistently, so ask each vendor directly rather than relying on figures in roundups, including older versions of this one.
Step 1: Apply the deal-breakers first
Before scoring anything, rule out platforms that fail on basics:
- Inventory in your markets. If a platform cannot reach the screens you need, nothing else matters.
- Budget fit. Minimum spends and contract terms must suit your campaign size.
- Creative formats. The platform must accept what you plan to run. Some general DSPs support only static images and standard video for DOOH.
Step 2: Score the remaining platforms
Give each criterion a weight that reflects your priorities, score each platform from 1 to 5, and compare weighted totals.
Illustrative example: two shortlisted platforms
Illustrative example. Platform A and Platform B are hypothetical, and the scores are invented to show the method.
| Criterion | Weight | Platform A score | A weighted | Platform B score | B weighted |
|---|---|---|---|---|---|
| Inventory reach in your markets | 25 | 5 | 25 | 3 | 15 |
| Deal types and access | 15 | 4 | 12 | 4 | 12 |
| Targeting and data | 15 | 3 | 9 | 4 | 12 |
| Measurement options | 20 | 2 | 8 | 5 | 20 |
| Creative support | 10 | 4 | 8 | 3 | 6 |
| Fees and minimums | 10 | 3 | 6 | 4 | 8 |
| Support and reporting | 5 | 4 | 4 | 3 | 3 |
| Total | 100 | 72 | 76 |
Weighted score = weight × score ÷ 5, so a perfect score on every criterion gives 100. Platform A has more inventory, but Platform B wins overall because of its measurement. If your campaign depends on proving sales and you raise the measurement weight to 30 and cut inventory reach to 15, the gap widens: A scores 66 and B scores 80. If reach in a specific city is what matters most, the result can flip. The value of the scorecard is that it makes those trade-offs visible and agreed before anyone signs.
Step 3: Send every shortlisted vendor the same questions
Inventory and access
- Which media owners and venue types can we buy in our target cities?
- Which deal types are available: open auction, private marketplace, programmatic guaranteed?
- What is the minimum spend, and are there platform or data fees on top of media?
Audience and targeting
- Where do impression multipliers and audience profiles come from, and how often are they updated?
- Can we use our own first-party data, and how is privacy handled?
- What triggers are supported: dayparting, weather, events, our own data feeds?
Creative
- Which formats and sizes are accepted for DOOH, including video and dynamic creative?
- Who handles media owner approvals, and how long do they usually take?
Measurement and reporting
- Is proof of play reported, and at what level of detail?
- Which measurement studies are available: footfall, brand lift, sales lift?
- Are optimised results reported against a baseline or comparison group?
- Can we export log-level or screen-level data?
Commercial and support
- What does onboarding involve, and is there a managed-service option?
- How are under-delivery and make-goods handled?
Our guide to measuring pDOOH success explains why questions 10 and 11 matter most when you need to prove results.
Matching platform type to your situation
- You already buy display or video through a general DSP: start there, adding DOOH to existing campaigns, and check that the DOOH inventory in your markets is deep enough.
- You need wide out-of-home coverage or specialist features: compare the DOOH specialists, which typically offer more venue types and out-of-home measurement options.
- You are a smaller advertiser: look at self-service options and minimums first; our guide to self-service programmatic DOOH covers this.
- Your priority is in-store or retail screens: ask retail media networks which DSPs can access their screens, as covered in our guide to retail media networks and programmatic DOOH.
After you choose
Run a short test before committing a large budget, with a clear goal and a comparison group. Use dayparting and, where it helps, dynamic creative based on weather and time. If your audience is young, plan around moments as described in our guide to reaching Gen Z and Millennials. For campaigns that published their results, see seven real programmatic DOOH campaigns worth studying.
Industry data standards are also developing. The IAB's proposed Campaign Data Standards 1.0, released for public comment in May 2026, aim to standardise how placements, formats and media types are classified, which should make comparing platforms' reports easier over time.