Even before the pandemic, digital out-of-home (DOOH) advertising was becoming a must-have marketing channel for many brands. Now, in 2022, brands and marketers are buzzing about programmatic OOH, too. And if you've heard anything about programmatic, you might be wondering: What's the difference between DOOH and programmatic OOH?

The key here is understanding that programmatic OOH is a bit of a misnomer. It should really be called programmatic DOOH because it's delivered in a digital format.