programmatic DOOH

The new features span campaign planning, guaranteed delivery, and measurement, closing key operational gaps in how pDOOH is planned, bought, and measured.

The partnership connects Firefly's inventory to a global ecosystem of demand-side platforms, allowing brands to plan, buy, and optimise campaigns in real time within familiar programmatic workflows.

DOOH adoption is accelerating, with 68% of planners increasing usage and 61% planning higher investment, yet 58% still cite measurement as the biggest barrier to scaling spend.

Digital out-of-home is evolving fast, blending programmatic buying, AI-driven creative, and retail media links. Rebecca Callaghan and Anu Bijoy explore how DOOH can balance ethics, privacy, and performance while embracing innovation.