Report 2 of the inaugural supply-side programmatic DOOH expenditure study shows pDOOH is a premium, relationship-driven channel rather than an open-marketplace commodity (WorldOOH)

Private Marketplace transactions account for 75.7% of global pDOOH spend. OOH-specialist DSPs hold a 65.5% share of spend versus omni-channel DSP platforms — a finding that underscores the continued importance of sector-specific expertise in executing effective programmatic OOH campaigns. […]