programmatic DOOH

The partnership brings independent verification to Big Happy's DOOH campaigns, giving advertisers the same accountability they expect from digital and mobile advertising.

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.