Programmatic Out of Home (pDOOH)
Programmatic Out of Home (pDOOH) is automated, data-driven advertising that ensures your message appears in the right place, at the right time reaching the right audience.
By combining technology, data, and premium Digital Out of Home (DOOH) inventory, programmatic buying enables advertisers to activate campaigns with greater flexibility, precision, and efficiency.
What is programmatic advertising?
Programmatic advertising is the automated buying and selling of media inventory through technology platforms.
A supply-side platform (SSP) makes media inventory available, while a demand-side platform (DSP) allows brands and agencies to buy advertising based on audience data, campaign objectives, and real-time conditions.
Today, around 70% of digital media budgets are traded programmatically, allowing campaigns to be optimised continuously based on audience insights and performance data.
As Digital Out of Home (DOOH) continues to grow, data increasingly determines not only what brands buy, but also when, where, and how campaigns appear in the physical world.
At Bauer Media Outdoor, we combine data insights, creative storytelling, and advanced technology to deliver targeted and impactful campaigns across Denmark.
Programmatic Out of Home enables advertisers to purchase audience impressions across digital outdoor formats, ensuring messages reach people at the right moment on screens in the Copenhagen Metro, shopping centres, Copenhagen Airport, and selected cities nationwide.
Accessibility and scalability
Programmatic buying makes DOOH advertising more accessible than ever.
Whether activating a nationwide campaign or targeting specific locations, advertisers can scale quickly across premium digital inventory throughout Denmark.
Programmatic OOH provides greater accessibility, flexibility, and transparency:
- Buy media digitally 24/7 via a DSP
- Select specific locations and adjust budgets freely
- Access live campaign data and performance insights
- Update creative messages dynamically across screens in real time
Campaigns are purchased on an impression basis (CPM), meaning advertisers only pay for the exposures delivered.
This allows brands to combine creative impact with technological precision, ensuring messages reach audiences with maximum relevance.
Data and measurement in Programmatic OOH
Dynamic Creative Optimization (DCO)
Relevance drives engagement. With dynamic DOOH, creative messages can automatically adapt based on contextual data such as time, location, weather conditions, or audience behaviour. At Bauer Media Outdoor Denmark, we combine data, creativity, and technology to deliver highly relevant messaging at scale.
Through Dynamic Creative Optimization (DCO), content is automatically adjusted using programmatic technology and HTML5 creatives. Campaign messages can be tailored based on:
- Location
- Time of day
- Weather conditions
- Audience segments
- Behavioural data
The result is dynamic campaigns delivering the right message to the right audience – at the right time and place.
OOH vs DOOH vs pDOOH?
What are the similarities and differences between Traditional, Digital and Programmatic Out of Home?
Three ways to buy DOOH advertising
Programmatic DOOH inventory can be purchased in several ways, depending on the level of control, exclusivity, and predictability required.
- Open Auction (OA) An open, real-time auction where advertisers compete for impressions on digital screens. The highest bid wins the placement.
- Private Marketplace (PMP) An invitation-only auction where selected advertisers gain access to premium DOOH inventory. This model offers greater control, exclusivity, and brand safety.
- Programmatic Guaranteed (PG) A direct automated agreement between advertiser and media owner where placement, price, and delivery are guaranteed.
This approach combines the efficiency of programmatic technology with the certainty of traditional media buying.
Choose the right buying model
Do you need full control, maximum flexibility, or a balanced approach? The table below compares the three main programmatic buying models – Programmatic Guaranteed (PG), Private Marketplace (PMP), and Open Auction (OA) across five key parameters: deal structure, access, pricing, control, and flexibility. This makes it easy to see which model best aligns with your campaign objectives.
Open Auction (OA)
Open Auction allows advertisers to bid for digital outdoor inventory in real time.
- Open access: Any advertiser with platform access can participate.
- Real-time bidding (RTB): Bids are processed within milliseconds.Dynamic pricing
- Dynamic pricing: Prices are determined by supply and demand.Shared inventory
- Shared inventory: Multiple advertisers compete for the same placements.
Example
During the morning rush hour, several brands bid for impressions on a digital screen in a metro station. The highest bidder wins the placement – for example, a coffee brand targeting commuters.
Private Marketplace (PMP)
Private Marketplace offers advertisers exclusive access to premium DOOH inventory through invitation-based auctions.
- Invitation-only access: Selected advertisers gain access to premium inventory.
- Real-time bidding: Bidding still takes place programmatically.
- Floor pricing: Minimum prices are set by the media owner.
- Enhanced control: Greater brand safety and contextual alignment.
Example
A luxury fashion brand advertises on digital screens in high-end shopping centres through a PMP deal, ensuring access to premium placements without competing with mass-market advertisers.
Programmatic Guaranteed (PG)
Programmatic Guaranteed combines the efficiency of programmatic buying with the certainty of traditional media booking.
- Guaranteed deliveryClear visibility on where and when ads appear.Premium inventory
- Premium inventory: Access to exclusive screens and high-value locations.Efficient campaign management
- Efficient campaign management: Automated booking and delivery.Full brand safety
- Full brand safety: Complete control over context and environment.
Example
An automotive brand reserves digital billboards in Copenhagen Airport through a Programmatic Guaranteed deal, ensuring the campaign runs at the agreed time and location.
Jesper Stryhn Katz
Jesper brings more than 25 years of experience in media and advertising, both in Denmark and internationally. He began his career at SBS Radio in the 1990s before spending six years working abroad, primarily in Asia.
In 2006, he developed mobile advertising technology and built a network of leading publishers that was later sold to an international company.
From 2014 to 2019, Jesper developed a video advertising network in Denmark for PlayAd Media Group, which was subsequently acquired by ShowHeroes.
Since 2022, Jesper has been part of Bauer Media Outdoor, first focusing on agency sales and later serving as Programmatic Business Lead.
Jesper specialises in helping brands unlock the potential of programmatic advertising through the combination of data, technology, and strategic media planning.
