Where can I buy programmatic DOOH campaigns that use unsold inventory?

Short answer

Remnant programmatic DOOH is available through demand-side platforms such as Google DV360, The Trade Desk, and StackAdapt, as well as specialized platforms including Broadsign, Vistar Media, Adomni, VIOOH, and Place Exchange. You can access unsold inventory through open exchanges for broad reach or private marketplaces for more curated, transparent supply.

What remnant inventory means in programmatic DOOH

Programmatic DOOH is the automated buying and selling of digital out of home ad impressions via demand-side platforms and exchanges, using data-driven audience targeting and real-time bidding similar to online display advertising.

Remnant, or unsold, inventory refers to ad impressions on screens that media owners have not reserved through direct sales. Operators make this supply available on open programmatic exchanges, often at lower prices than directly sold placements. Historically programmatic DOOH focused almost entirely on remnant supply, though the channel now also includes premium inventory through private marketplaces and programmatic guaranteed deals. For brands, remnant supply is an efficient, cost-effective way to extend reach and test new markets without committing to direct buys.

The three main routes to buying remnant inventory

Open exchanges provide the broadest access to unsold DOOH inventory across many media owners and geographies. Friction is low and coverage is wide, but there is more variability in inventory quality and less control over specific placements.

Private marketplaces (PMPs) offer curated pools of programmatic inventory with greater transparency and control than open exchanges. They often include premium or semi-premium supply and are popular with brands that want a balance between scale and placement quality.

Programmatic guaranteed deals combine programmatic automation with fixed-rate, reserved inventory. These suit advertisers who need certainty in volume and placement while retaining automated delivery and unified reporting.

Most DSPs give buyers access to all three routes within the same interface, so the choice comes down to campaign goals, acceptable price range, and how much placement control matters.

Leading platforms and exchanges

Broadsign is a comprehensive DOOH platform with supply-side capabilities and an integrated DSP. It supports automated campaign management, local messaging, and measurement tools, and enables programmatic activation of remnant inventory through its marketplace.

StackAdapt is a unified platform for planning, buying, optimizing, and measuring programmatic campaigns including DOOH. An interactive map-based inventory discovery tool lets buyers visually explore available screens by location and venue type, which simplifies access to remnant supply without relying on static lists.

Adomni is a user-friendly DOOH DSP suited to mid-market brands and smaller teams. It offers diverse screen types, roadside and venue-based, along with budget flexibility for experimenting with remnant inventory.

Vistar Media runs a large global programmatic DOOH network with advanced audience data and measurement integrations, well suited to buyers with sophisticated data strategies.

VIOOH is a specialized DOOH exchange with a strong footprint in street furniture, transport, and airport inventory, and also provides programmatic access to remnant supply.

Place Exchange is designed to integrate DOOH into omnichannel DSPs, enabling planning and optimization alongside display, video, and connected TV with unified reporting.

Multi-channel DSPs including Google Display and Video 360, Amazon DSP, and The Trade Desk access programmatic DOOH, including remnant, through integrated exchange partnerships. These are a natural starting point for buyers who already manage other digital media through those platforms.

How to run a remnant programmatic DOOH campaign

Choose a platform. Select a specialized DOOH DSP or a multi-channel DSP based on your targeting needs, inventory priorities, and existing ad tech stack. Specialized platforms tend to offer deeper DOOH inventory access; multi-channel DSPs offer simpler unified measurement across formats.

Set inventory access type. Decide whether to buy through an open exchange, a PMP, or a programmatic guaranteed deal. Open exchange is the most direct path to remnant supply.

Configure campaign controls. Set budgets, bids, geographic and daypart targeting, frequency caps, and audience segments. Some platforms support dynamic triggers, such as weather or traffic conditions, to adjust delivery in real time.

Upload creative assets. Ensure creative files meet DOOH specifications for resolution and duration. Some platforms support interactive elements such as QR codes for engagement tracking.

Launch, monitor, and optimize. Activate through the DSP interface and monitor delivery, reach, and engagement in real time. Adjust bids and targeting based on performance data.

Measure results. Use platform reporting to evaluate effectiveness through location-based mobile data, impression counts, and engagement metrics. Integrated omnichannel reporting allows comparison of DOOH outcomes with other formats.

How AdQuick handles programmatic DOOH

programmatic DOOH on AdQuick gives buyers a single entry point to plan, activate, and measure campaigns across digital screens, including access to remnant inventory through programmatic buying. The platform connects to exchanges and media owners, supports audience and location-based targeting, and provides reporting that ties DOOH delivery to broader campaign goals. Buyers can manage the full workflow from inventory discovery to post-campaign measurement without handling separate DSP relationships for each media owner.