Programmatic advertising in the context of DOOH brings the efficiency and targeting capabilities of online programmatic advertising to the physical world. Here's how it works:
Automation: Programmatic DOOH streamlines the process of buying and selling of advertising space, making it faster and more efficient.
Data-driven: Advertisers can use data to target specific audiences based on factors like location, time of day, demographics, geographies, points of interest, media types and more. This allows for more precise and targeted ad placements.
Real-time Bidding (RTB): Just like in online programmatic advertising, programmatic DOOH often involves real-time bidding. Advertisers can bid in real-time for available ad space, allowing for dynamic and flexible campaign adjustments.
Dynamic Content: Digital displays enable the use of dynamic content, allowing advertisers to change and customize their ads based on various factors such as the weather, time of day, or current events.
Measurement and Analytics: Advertisers can track the performance of their campaigns in real-time, allowing for quick optimization based on the effectiveness of the ads.
Integration with Other Channels: Programmatic DOOH can be integrated into broader advertising campaigns, complementing online and offline efforts to create a cohesive and unified marketing strategy.
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