WOO Study Finds Private Marketplaces Account for 75.7% of Programmatic DOOH Spend

23 September 2026 | Global OOH market

Private marketplace transactions account for 75.7% of global programmatic digital out-of-home advertising spend, according to new analysis announced by the World Out of Home Organization (WOO). OOH-specialist demand-side platforms account for 65.5% of spend in the same study.

The findings put deal structure and platform expertise at the centre of the conversation about automated outdoor buying.

What the research measures

WOO’s Report 2 announcement, listed in its news feed on 23 September, examines advertiser sectors, DSP types and transaction structures. It covers full-year 2025 data from twelve supply-side platforms, independently aggregated by PricewaterhouseCoopers LLP.

WOO says scaling factors were used where market coverage was incomplete. The results are indicative whole-market estimates, rather than a census of every transaction. Retail, Finance, and Business & Industrial lead its advertiser-sector rankings.

The study access page lists the second report as published on 22 September 2026.

What a private marketplace means for a buyer

A private marketplace, often shortened to PMP, provides a route to selected inventory through a programmatic platform. Buyers still need to establish what the deal includes, how it is priced and whether availability is guaranteed under the agreed terms.

BillboardGuide’s programmatic DOOH guide explains the wider buying environment. The choice between a PMP, an open auction and a guaranteed arrangement should follow the campaign’s requirements, including location, timing and delivery certainty.

BillboardGuide’s analysis: The reported trading mix gives buyers a reason to pay close attention to inventory access and deal setup. Automation can handle transactions while considerable planning work remains around the physical screens. A successful technical connection does not establish that the selected locations suit the audience or the creative.

Specialist share is a market finding, not a performance ranking

The study’s platform split describes where expenditure flows. It does not establish that one DSP category produces better campaign outcomes in every situation.

An advertiser choosing a platform should assess the available inventory, local planning support, creative approval process, reporting and total fees. A specialist platform may suit a complex outdoor brief; an omnichannel platform may suit an organisation’s broader workflow. Both need to demonstrate that they can execute the specific plan.

Ask whether a proposed buying route exposes the exact screens required, or substitutes a wider network. Review the unit list and delivery conditions before using platform reach as a reason to commit budget.

What to check in a programmatic proposal

Start with the business objective and the target geography. Then establish the eligible venues, campaign windows, deal terms and minimum creative requirements. Request a clear explanation of how impressions are estimated and how delivered plays will be reported.

Keep transaction evidence separate from effectiveness evidence. A report showing that the media ran answers a different question from a study showing changes in awareness, visits or sales. Agree on the intended outcome and its measurement method before the flight.

For that distinction, see Beyond Impressions: The OOH Metrics Advertisers Should Evaluate Together.

The research offers a useful industry benchmark. Its strongest application is to improve the questions buyers ask about access, expertise and reporting, while leaving campaign decisions grounded in the actual locations and objectives.