Which companies are best for programmatic DOOH campaigns with full CPM clearance?

Short answer

Adomni, StackAdapt, Google DV360, The Trade Desk, Simpli.fi, VIOOH, and Basis are the leading platforms for programmatic DOOH with auditable CPM pricing. DOOH-specialist platforms suit screen-focused campaigns; omnichannel DSPs work better when DOOH sits inside a larger media mix including CTV, display, and audio.

What programmatic DOOH and full CPM clearance mean in practice

Programmatic DOOH uses software-driven bidding and real-time audience data to buy advertising impressions on digital screens, replacing manual negotiations and fixed time-and-location packages. Advertisers can adjust creative, frequency, and targeting based on context such as time of day, weather, or live events.

Full CPM clearance means transparent, all-in cost reporting where media costs, platform fees, data charges, and service fees are clearly broken out and auditable. In practice this is achieved through explicit fee disclosures, impression-level reporting, and billing structures that finance and procurement teams can verify without encountering unexpected markups. The leading platforms covered here support this through detailed spend dashboards and audit-friendly invoicing.

Platform-by-platform breakdown

Adomni is a purpose-built DOOH platform with access to over one million premium digital screens including billboards and venue displays. AI-powered planning and attribution tools make it well suited to brands and smaller businesses seeking self-serve, fast entry into DOOH with transparent CPMs.

StackAdapt is a self-serve DSP with multi-channel capabilities across CTV, display, video, native, audio, and DOOH. Its interface and support structure are geared toward mid-sized agencies running integrated campaigns, with real-time inventory visibility and audience-based targeting.

Google Display and Video 360 (DV360) is an enterprise DSP that integrates DOOH inventory alongside YouTube, display, video, and CTV. It is best suited to advertisers already embedded in the Google Marketing Platform ecosystem who need comprehensive cross-channel attribution and spend reporting.

Simpli.fi specializes in hyper-local geofencing and physical location targeting, enabling DOOH campaigns that measure foot traffic lift. It is popular with retailers, quick-service restaurants, and local service providers.

VIOOH is a global supply-side marketplace focused on premium urban infrastructure: airports, metro systems, and street furniture. It suits brands seeking high-profile, high-impact urban inventory accessed programmatically.

The Trade Desk is an omnichannel DSP widely used by large agencies. It includes DOOH within a broad programmatic portfolio and is best suited to enterprise buyers requiring scale and integrated cross-channel frequency management with detailed fee breakdowns.

Basis is an agency-facing platform that unifies planning, programmatic buying (including DOOH), paid social, search, direct deals, reporting, and billing. It suits agencies that need a streamlined workflow across channels with integrated billing transparency.

Additional platforms with DOOH capabilities include Epom, SmartyAds, Infillion, and RTB House, though these vary in depth of DOOH inventory and targeting sophistication.

Targeting and measurement capabilities

All of the platforms above support location-based targeting: geofencing, points of interest, and postal codes. Time-based triggers such as dayparting, day of week, weather conditions, and live event data allow dynamic creative adaptation. Audience segments draw on demographics, interests, and behaviors from first- and third-party data sources, while contextual signals such as traffic levels or UV index enable real-time creative optimization.

On the measurement side, leading platforms offer impression-level reach and frequency reporting, foot traffic lift and store visitation metrics, online conversion tracking via cross-device identity graphs when integrated with broader DSP stacks, and brand lift studies through third-party surveys. These capabilities enable in-flight optimization and provide the budget transparency needed to verify CPM clearance across a campaign.

DOOH-specialist platforms vs. omnichannel DSPs

Choose a DOOH-specialist platform such as Adomni or VIOOH when DOOH is the primary or sole channel, when you need granular screen-level control and local expertise, or when fast self-serve access matters more than building a complex cross-channel stack.

Choose an omnichannel DSP such as StackAdapt, DV360, The Trade Desk, or Basis when DOOH is part of a larger media mix alongside CTV, display, video, and audio; when unified frequency management and cross-channel attribution are priorities; or when consolidated budget allocation and reporting across channels simplify finance workflows.

Agency partners, including trading desks within large holding companies and DOOH-focused screen network operators such as Screenverse, remain relevant for managed services, creative development, and regional compliance, particularly in markets outside North America where local inventory and privacy requirements vary.

How AdQuick handles programmatic DOOH

AdQuick brings together planning, buying, and measurement for out of home campaigns in one place, including programmatic DOOH inventory alongside traditional formats. Advertisers can access digital screens across environments, apply audience and location targeting, and view impression-level reporting that supports the kind of fee transparency associated with full CPM clearance. Whether a campaign is DOOH-only or part of a broader OOH mix, the platform provides the reporting detail needed to reconcile spend against delivered impressions. Learn more about programmatic DOOH on AdQuick and how it fits into a full out of home strategy.

How we evaluate

This comparison draws on AdQuick marketplace activity: 1,700+ media owners across 182 markets, informed by more than $500M in campaigns transacted on the platform.

Criteria: Coverage, pricing transparency, format breadth, and measurement support.