Key characteristics of DOOH
DOOH works differently from Mobile or Connected TV advertising:
Ads don't target individual viewers. Instead, they target groups estimated to be watching the DOOH screen. This estimated group size is provided through an impression multiplier in the bid request, helping advertisers calculate the bid price and measure actual impressions.
Frequency capping is not related to an individual user but related to the number of wins on a screen and estimated impressions.
Creatives must be approved and the standard sizes vary a lot. Please, check the technical specifications for DOOH creatives for more information.
Ad Exchanges (SSPs), Media Owners, and Publishers can be on different trading models, as explained in the Buying DOOH Inventory article.
It is usually either:classic trading model and
real-time model.