Programmatic digital out-of-home integrated by 82% of agencies alongside CTV

The high correlation between programmatic digital out-of-home and connected TV planning suggests that agencies now view these screens as a unified video ecosystem rather than isolated silos. This shift forces a move away from basic impression counts toward standardized reach and frequency metrics that can be compared across different digital environments. As retail media becomes a larger driver of this spend, the industry must solve for cross-channel frequency management to avoid over-saturating audiences. Watch for the impact of Australian privacy reform determinations, which could significantly alter how first-party data is applied to these public-facing digital assets.

Programmatic digital out-of-home is gaining institutional backing from standards bodies that are formalizing its place in cross-channel planning. In July 2025, the IAB released a comprehensive DOOH Measurement Guide aimed at aligning advertisers, agencies, tech platforms, and media owners on what counts and how to count it, addressing the inconsistent measurement standards and fragmented practices that have long challenged the DOOH landscape. The guide establishes a unified framework so that media owners and agencies can compare DOOH performance uniformly, and it explicitly recommends cross-channel integration with CTV, mobile, and display, referencing MRC's Cross-Media Audience Measurement Standards for technical alignment. This directly supports the "prove it to me" shift IAB Australia identified, giving buyers a concrete reference document for demanding standardized proof of performance.

On the business and measurement infrastructure side, Australia's OOH industry relies on MOVE as its national audience currency, which models synthetic populations from mobility surveys, counts, and mobile data to produce Visibility Adjusted Contacts for digital screens. IAB Australia's August 2025 Programmatic DOOH Buyers Guide details how MOVE data feeds programmatic trading and recommends early alignment between agencies and tech vendors on test parameters including minimum impressions for statistical significance. The guide also notes that programmatic DOOH offers additional measurement opportunities to understand impact in combination with other channels such as audio, TV, search, and social. Commonly used DSPs for pDOOH in Australia include Vistar, Hivestack by Perion, Broadsign, The Trade Desk, Yahoo, and Adform, reflecting the consolidation of DOOH buying into the same platforms agencies already use for CTV and digital video.

Technical standards for cross-channel attribution are maturing in parallel. The IAB's DOOH Measurement Guide outlines how exposure data from DOOH campaigns can be ingested into DSPs to retarget audiences across mobile, display, and CTV environments, using cross-device graphs and identity resolution to bridge identifier gaps. The guide specifies that while frequency capping in DOOH is limited due to its public broadcast nature, exposure insights help inform decisions across more controllable environments like mobile or CTV. In the United States, GeoPath serves as the not-for-profit currency body for OOH measurement, publishing impressions and reach figures computed from layered audience models that inform programmatic trading, functioning as the OOH equivalent of Nielsen for television. The IAB and IAB Tech Lab define the trading mechanics for programmatic DOOH, including how a DOOH impression should be defined for OpenRTB bid requests, while MRC defines what counts as a valid measurement, a division of labor that mirrors the Australian framework IAB Australia is building with MOVE.