This is Programmatic DOOH

Programmatic advertising originated in the online advertising sector and refers to the automated purchasing of digital advertising space. In recent years, programmatic advertising has also become established in Digital out of Home advertising and is now an integral part and key driver of the DOOH market in Germany.

Ströer is synonymous with high-reach, data-driven digital out-of-home advertising. With Programmatic DOOH, we enable the automated booking of digital advertising spaces in public spaces – precisely, efficiently and tailored to our clients’ communication objectives.

Programmatic DOOH combines the strengths of Digital Out of Home with the benefits of programmatic delivery: high visibility in public spaces, flexible campaign management and the ability to adapt advertising messages situationally, targeted and dynamically to target groups, situations and environments.

Download Pricelist

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(Last updated: June 16 2026)

The choice is yours

When booking programmatic DOOH, you have a choice of different deal types: Programmatic Guaranteed, Fixed Price Deal, Private Auction or Open Auction.

The choice of the ideal deal type depends on your individual objectives and requirements. When using Ströer data to optimise a DOOH campaign (e.g. Event targeting: weather, or Audience targeting: vegetarians), a Programmatic Guaranteed deal is recommended. If, on the other hand, you are using your own data for optimisation, the Fixed Price Deal is the best option.

The DOOH inventory is available via all relevant DSPs: e.g. ACTIVE AGENT, adform, bttrads, HAWK, Hivestack, LOCATRICS, SAGE+ARCHER, seatback, Splicky, theTradeDesk, xandr. The available deal types vary depending on the DSPs.

Our Programmatic DOOH product features

Targeted delivery based on geographical criteria such as cities, regions, postcode areas or individual locations, to ensure messages are visible exactly where they are relevant.

Scheduling by day of the week, time (hourly basis) or time of day, so that campaigns are delivered at the most appropriate times.

Data-driven targeting based on audience segments, to place campaigns where relevant audiences are most frequently located.

Automated content delivery in connection with scheduled events such as sporting events, trade fairs or major gatherings, tailored to the location and timing of the event.

Rule-based activation of campaigns based on external signals such as weather, traffic or other situational triggers, in order to deliver messages in the appropriate context.

The use of dynamic advertising materials whose content automatically adapts to factors such as location, time, weather or other parameters, thereby enhancing relevance.

Programmatic DOOH - Your benefits at a glance

More flexibility – thanks to granular, client-specific planning and a wide range of targeting and optimisation options, campaigns can be precisely tailored to target audiences, locations, times and situations.
More relevance – by using proprietary data, campaigns and advertising materials can be managed in an even more targeted manner, for example for dynamic content within the framework of Dynamic Creatives.
More transparency – through regular campaign reporting and traceable delivery. Clients receive weekly interim reports as well as a comprehensive ex-post final report.
More speed - through short lead times: typically, 3 to 5 working days are sufficient between booking and campaign launch. Even last-minute campaign adjustments can be made within a few hours.
More efficiency – through automated booking processes and the ability to continuously adapt campaigns to changing conditions and objectives.
More impact – through a visible presence at high-traffic digital touchpoints in public spaces, combined with data-driven and context-sensitive delivery.