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Why Programmatic DOOH Has Not Scaled As Expected: Bottlenecks & Solutions
Despite automated buying and real-time bidding promises, pDOOH represents only 7% of global DOOH spend. Exploring the core bottlenecks.
RG
ReklamGidiyor Editorial Team
1 min read
1. High Promises vs. Ecosystem Friction
Programmatic DOOH (pDOOH) promised to bring web-like targeting and RTB efficiency to physical screens. Although 89% of Turkish agencies express intent to use pDOOH, global programmatic spend hovering around 7% of total DOOH points to structural roadblocks.
2. Key Barriers to Scale
- Inventory Fragmentation: Disparate SSP integrations hinder unified campaign execution across nationwide screens.
- Guaranteed Direct Buying Preference: Premium location owners prioritize fixed direct sales over variable RTB yield.
- Multi-Viewer Attribution: Translating 1 screen display into individual impression multipliers remains unstandardized across DSPs.
Frequently Asked Questions (FAQ)
Why Programmatic DOOH Has Not Scaled As Expected: Bottlenecks & Solutions Key Takeaways & FAQ
Despite automated buying and real-time bidding promises, pDOOH represents only 7% of global DOOH spend. Exploring the core bottlenecks.
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