What are the best buying options for a new programmatic DOOH campaign?

Short answer

The best approach layers RTB for scale and testing, Private Marketplace deals for premium inventory, Preferred Deals for priority access at fixed CPMs, and Programmatic Guaranteed for assured delivery on marquee screens. Direct buys fill gaps where programmatic integration is unavailable. Most campaigns benefit from combining all four rather than choosing one.

The five buying options and what sets them apart

RTB / Open Auction is an open auction environment where any advertiser can bid on available impressions in real time through a demand-side platform. Pricing is dynamic and clears at auction prices, so CPMs vary. RTB provides the broadest inventory access and the most flexibility for optimization, but it offers no guaranteed placements and less control over which specific screens serve your ad.

Private Marketplace (PMP) is an invitation-only auction offering curated inventory from select publishers. Participation is limited to approved buyers, and CPMs are often fixed or semi-fixed. PMPs sit between open RTB and fully guaranteed deals: inventory quality and brand safety improve, but delivery is still not guaranteed.

Preferred Deals are pre-negotiated, fixed-CPM arrangements that grant the buyer first-look priority at inventory before it flows into a PMP or open auction. The buyer can pass on individual impressions, so there is no volume commitment. This balances price predictability with flexibility for data-driven buying.

Programmatic Guaranteed (PG) is a direct, non-auction agreement with a fixed CPM and guaranteed impression volume on specified screens or dayparts. Delivery is automated through DSPs and supply-side platforms, combining the assurance of a traditional direct buy with programmatic reporting and execution. PG commands higher CPMs and requires an upfront commitment.

Traditional Direct Buys are manual, insertion-order transactions negotiated directly with a DOOH publisher or network, without programmatic automation. They remain relevant where programmatic integrations are immature or where bespoke sponsorship packages are involved. Delivery is guaranteed, but the process is slower and lacks the optimization flexibility of programmatic methods.

How pricing and guarantees compare across options

Pricing generally rises with the level of guarantee and control. The table below summarizes the key trade-offs:

RTB offers the lowest CPMs with the most uncertainty. PG and direct buys command premium rates for guaranteed delivery and placement.

A layered strategy for most new campaigns

Rather than committing to a single buying method, most advertisers build in layers:

Base layer (scale and learning): Start with RTB to test venues, times, and audience segments quickly. Gather performance data and benchmark CPMs before allocating larger budgets.

Quality layer (curated environments): Once high-performing venues are identified, introduce PMP deals to access premium, brand-safe inventory in locations such as high-traffic transit hubs or malls, without the unpredictability of an open auction.

Priority layer (first look at strategic screens): Use Preferred Deals to secure priority access to valuable locations at a fixed CPM. Because you can pass on individual impressions, you retain data-driven control while maintaining a stable price.

Anchor layer (guaranteed impact): Reserve Programmatic Guaranteed for product launches, tentpole events, or high-profile placements where assured presence is non-negotiable. PG combines direct-buy certainty with programmatic automation and reporting.

Direct buys: Use only when a publisher lacks programmatic connectivity or when a custom sponsorship package falls outside standard inventory structures.

DOOH-specific factors that affect your choice

A few characteristics of the DOOH medium shape how these buying options perform in practice.

Impression measurement in DOOH is typically based on screen plays rather than individual audience views. This affects how guarantee structures are written, particularly for PG deals.

Inventory maturity varies across networks. Some DOOH publishers have limited programmatic integration, which restricts the availability of PMP, Preferred Deal, and PG inventory. If a target publisher is not yet fully connected, a direct buy may be the only viable route.

Location and physical context carry more weight in DOOH than in most digital channels. Because the screen environment itself is part of the message, PMP and PG deals become more important for securing specific venue categories or premium contexts where RTB alone cannot reliably deliver.

How AdQuick handles programmatic DOOH buying

AdQuick brings all five buying options into a single platform, so planners can build a layered campaign without juggling separate vendor relationships. You can run open-auction RTB buys alongside PMP deals and Programmatic Guaranteed agreements, compare delivery and CPMs across each method, and shift budget toward the approach that performs. For teams new to programmatic OOH, the platform also surfaces which inventory is available programmatically versus direct-only, removing the guesswork around network maturity. Explore programmatic DOOH on AdQuick to see how the buying options map to your campaign goals.