Buzzwords explained simply: Programmatic DOOH EXTENDED

DIGITAL OUT OF HOME (DOOH) has been an integral part of the media landscape for over 20 years. In the last 5 years, a booking form from the online sector has established itself in our industry: Programmatic Buying. More and more terms are appearing, some of which are taken from the online world, but which do not mean the same thing 1:1.

What is meant by?

Ad Impressions

In classic online use, ad impressions are the number of times an ad is called up on an ad server. The number of times each ad is called up is usually logged on ad servers, making them measurable ad contacts.

Ad request

The direct measurement of the retrieval of an advertising medium on the advertising medium or ad server.

The AdRequest can be used to measure exactly how often an advertising medium has been called up. As soon as the ad is called up, it is saved as an Ad Request in the log file of the ad server.

Ad Server

An ad server is a server with software that is responsible for the delivery and processing of advertising material. The ad server stores data such as ad impressions, ad visibility and ad clicks, which are used for reporting.

Ad Views

The term Ad View refers to the number of possible contacts for the advertising spot. A special feature of DOOH is that the ad impression stored on the server is multiplied by the average number of viewers. This then results in the ad views, which together with the previously defined CPM calculate the value of the playout.

Bid rates

Bid Rate is a programmatic auction metric that indicates how many bids take place in the auction. The advertiser only pays for impressions actually won.

Bid Request

A Bid Request is a function that is triggered when a free slot is offered for advertising. An ad is then requested to be displayed in the slot.

Digital Signage

Digital signage describes a digital advertising and information system on which electronic messages can be placed, such as on digital posters, traffic signs or door labels, both indoors and outdoors.


The data management platform measures, manages and provides various online and offline data in the background for improved user targeting in real time. In the case of Programmatic DOOH, this includes weather data, target group information or special location information.

In Real-Time advertising, the ads are served in real time. Via the so-called ad exchange SSP and DSP communicate with each other. Before placing a bid on available advertising inventory, information is obtained from the data management platform about the target group to which the advertising is to be displayed. Within a short time, the DMP provides the relevant information. On this basis, the decision is made whether to buy the advertising inventory (ad impressions).


The Demand Side Platform is the technological basis for automated, data-driven buying of advertising contacts.

Here, advertisers and agencies find the right advertising space for their campaign goals and can make the booking automatically.

Dynamic Ads (also: Dynamic Creative Optimization).

Dynamic Ads is the dynamic and automatic creative adjustment. Various components such as image motif, offer price or similar can be adjusted. Thus, the right message can be delivered to each customer at the right time.

The ads are adjusted dynamically and in real time depending on the data situation. This means that users in different cities or even districts will see different motifs.

Due to the high flexibility and relevance of the ads, improved advertising recall and possible activation can be achieved among users.

Managed Service

A service where the responsible marketer/agency/campaign manager takes over the control of the campaign for the end customer. This is often used when the customer/agency does not yet have access to a DSP or is unsure how to use it.

Managed Service includes the creation, control, monitoring and finalization of the campaign, including uploading the creatives. The client only needs to provide a briefing and the creatives.

Managed Service is charged with a separate fee.

One to Many

At airports, shopping malls or in public places, the advertising material is not only directed at a single recipient, but at all the people who are there. This makes the DOOH advertising medium a mass medium or a "One to Many" medium.

In Programmatic, this means that one ad impression automatically generates several ad views.

Open Auction

Open auctions allow anyone to bid for inventory. The circle of potential buyers is not restricted and the highest price bid wins the advertising space.

Preferred Deal

Here, there is a one-to-one relationship between the buyer and seller, and purchases are made at a previously agreed CPM. The buyer can optimize independently on data on the DSP side and is not obliged to accept every bid request. A minimum booking volume in the campaign period is agreed.

Private Auction

The private auction limits the number of bidders in DOOH. Only invited customers / agencies / DSPs are admitted. Here, too, the highest bidder is awarded the contract.

Private Deal

Guaranteed inventory can be purchased at a fixed price. The buyer also agrees to purchase the campaign budget as part of the deal.

Programmatic Advertising

Programmatic advertising is the automated buying and selling of digital advertising space. More precisely, it involves the automated and data-supported targeting of individual advertising contact opportunities. The entire process takes place within dedicated platforms provided for programmatic advertising.

Programmatic buying/selling

Programmatic buying/selling refers to the automated sales or purchasing process that is handled exclusively via a DSP (demand side platform = buyer side) and SSP (supply side platform = seller side).

Relevant DSPs offering DOOH inventory include Splicky, Active Agent and Adform.

Real-time bidding (RTB).

This is the name given to the process of programmatic bidding. Advertisers have the opportunity to bid for the available ads, but are in competition with other advertisers at the same time. The advertising insertion is evaluated and the bid is submitted in real time.

Auction-based purchasing is currently only possible for Goldbach inventory and via Splicky. Other DSPs will follow suit.

Run on Network

RoN means that a campaign/booking is played across all channels of the marketer. The condition for this is that neither a location and/or a channel are excluded.

Seat ID

Unique identifier of each buyer on a DSP platform.


A Sell-Side Platform is the technological basis for making advertising inventory accessible for automated ad buying.

Marketers can offer their advertising inventory through this platform, resulting in improved utilization and controllability of the overall inventory.


Targeting = the use of data-driven user segments.

It optimizes the delivery of advertising with minimal wastage to a defined target group.


The thousand-contact price (CPT) is a model used to calculate the price of an advertising medium. The price is used in the areas of print, radiodio ,TV advertising, online area or DOOH used.

Other terms: Cost-per-mille (CPM) or Thousand ad impression (TAI).

In this model, a price is set that must be paid for 1,000 impressions of an advertisement. These visual contacts are also called ad impressions/ad views.

Vast link

VAST = VideoAd Serving Template

A "Vast" is a standard that defines the communication between an ad server and a media player and uses an XML-based exchange format for this purpose.


Is your head spinning now? If you have any questions about programmatic outdoor advertising, please contact:
[email protected]

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As a technology-driven marketer, we at Goldbach offer an automated buying process. CTV and online video contacts can also be bought programmatically. Read our article to find out what the Programmatic Online Video offer looks like and which terms are important here.BUZZWORDS explained simply: Programmatic Online Video.