DOOH Programmatic Maturity Index 2026: Where Out-of-Home Finally Meets Real-Time Bidding

The OAAA releases its annual programmatic DOOH maturity index, benchmarking the percentage of digital out-of-home inventory now transacted programmatically, the DSPs and SSPs dominating the category, and the audience measurement methodologies gaining traction with national buyers. The report identifies standardization gaps in impression measurement as the primary barrier to accelerated budget allocation.

The OAAA releases its annual programmatic DOOH maturity index, benchmarking the percentage of digital out-of-home inventory now transacted programmatically, the DSPs and SSPs dominating the category, and the audience measurement methodologies gaining traction with national buyers. The report identifies standardization gaps in impression measurement as the primary barrier to accelerated budget allocation.