Where can you find the best programmatic DOOH rates across major publishers?

Short answer

Programmatic DOOH rates vary by deal type and platform. Open exchange CPMs average $5.85, private marketplace deals average $12.40, and programmatic guaranteed averages $18.20. DSP fees add 7-20% on top, so comparing all-in costs across omnichannel DSPs, dedicated DOOH SSPs, and curated marketplaces is essential before committing budget.

How programmatic DOOH pricing is structured

Every programmatic DOOH buy carries three cost layers: the base media CPM charged by publishers, a DSP or technology fee (typically 7-20% of media spend), and optional data and measurement add-ons for audience targeting, attribution, or footfall tracking. Because these layers stack, the all-in CPM can differ substantially from the headline media rate a publisher quotes.

Deal structure also shapes price and quality. The table below shows how the three main transaction types compare:

Higher CPMs for PMP and programmatic guaranteed deals reflect meaningfully better viewability, lower fraud exposure, and higher fill rates. For campaigns where brand safety and measurement matter, the premium is often justified by attributable outcomes such as footfall lift and sales uplift rather than raw CPM alone.

How major DSPs compare on fees and inventory access

Omnichannel DSPs are the most common entry point for programmatic DOOH because they unify DOOH alongside display, video, and connected TV in a single platform.

The Trade Desk charges a 12-15% platform fee. It offers strong DOOH inventory access through open exchanges and SSP partners, with omnichannel planning and unified frequency management, though optimization typically requires analyst support.

Google DV360 runs a 7-15% platform fee plus separate Campaign Manager 360 ad-serving charges of roughly $0.15-$0.50 CPM. Its strength is deep integration with Google audience data and cross-channel synergy, but those ad-serving fees can quietly inflate total CPM.

Amazon DSP carries an estimated 12-15% platform fee, though all-in costs are effectively lower for retail advertisers because Amazon first-party shopper data carries no separate data fee. The trade-off is limited DOOH inventory and minimum spend requirements that can exclude smaller budgets.

Other platforms, including StackAdapt, Viant, and Yahoo DSP, generally fall in the 12-20% fee range, with strengths that vary by geography and targeting capability.

DOOH-specific SSPs and curated marketplaces

For granular inventory control, many buyers pair an omnichannel DSP with a dedicated DOOH SSP or curated marketplace. These platforms offer screen-level targeting, dayparting, dynamic creative insertion, and direct PMP deal access that general DSPs rarely match.

Notable SSPs in this space include Vistar Media, which focuses on US place-based networks with measurement and creative optimization tools; Broadsign Reach, which covers global transit and roadside inventory and includes a self-serve DSP called Campsite; Hivestack, a global audience-based marketplace; VIOOH, which surfaces premium JCDecaux street furniture and transit inventory; and Place Exchange, which integrates with major omnichannel DSPs to give DOOH parity alongside other digital formats.

Curated marketplaces from platforms like Magnite ClearLine and PubMatic Activate sit between open exchange and PMP, combining pricing transparency with SSP-curated supply pools. They accounted for 11% of total programmatic spend, with projections to reach 18% the following year.

Large advertisers frequently use DSPs for cross-channel strategy and reporting while relying on DOOH marketplaces for the inventory control that drives campaign efficiency.

Why publisher ratecards are hard to find and what to do instead

Most major DOOH publishers do not release public programmatic ratecards. Pricing surfaces through three channels: PMP deals negotiated directly with publisher sales teams (usually volume-based and customized), open exchange CPM floors visible inside DSP interfaces, and DOOH aggregator platforms or specialist agencies that provide comparative pricing across multiple publishers and venues.

To benchmark rates effectively, the practical workflow is to select a primary DSP aligned with your broader media strategy, identify the DOOH SSPs connected to that DSP and request PMP offers, use an aggregator or specialist platform to compare pricing across venue types and geographies, and then calculate true all-in cost by adding media CPM, DSP fees, ad-serving charges, and any data costs. Optimizing on outcome metrics such as cost per visit or cost per reach, rather than CPM alone, tends to produce better results because a 5% fee difference matters less than platform fit and inventory quality.

Key questions worth asking any vendor: What is your full fee structure for DOOH, including platform fee, data fees, and ad-serving CPMs? Which publishers and networks do you access, and how do CPMs vary by city, venue, and daypart? Are there volume discounts or guaranteed packages available?

How AdQuick handles programmatic DOOH rates

programmatic DOOH on AdQuick gives buyers real-time availability, pricing, and audience data across more than 1 million screens and 1,700-plus publishers globally. Rather than navigating separate DSP interfaces and opaque publisher negotiations, advertisers can compare inventory side by side, model all-in costs before committing, and execute both open exchange and direct deals from a single planning environment. This makes rate discovery and budget allocation faster and more transparent than working through disconnected platforms alone.