The World Out of Home Organization (WOO) has revealed that private marketplaces account for 75.7% of global programmatic Digital Out-of-Home (pDOOH) advertising expenditure, while out-of-home specialist demand-side platforms (DSPs) command 65.5% of spending, exposing the distinct trading structure of the $1.339 billion market.

Released as the concluding instalment of the WOO Global pDOOH Expenditure Study 2026, the report challenges the assumption that programmatic outdoor advertising operates like other digital media channels, showing how transaction models, specialist platforms and advertiser sectors shape investment across the industry.

Titled Report 2: Verticals, DSP & Transaction Analysis, the study builds on the first report’s geographical breakdown of global pDOOH expenditure to examine where advertising budgets flow, which platform types facilitate transactions and how advertisers structure their purchases.

The findings show that private marketplace deals dominate, accounting for 75.7% of expenditure, while OOH-specialist DSPs capture 65.5% compared with omnichannel platforms. Together, these figures point to the continued importance of controlled trading environments and sector-specific expertise in planning and executing programmatic outdoor campaigns.

Across advertiser categories, retail, finance, and business and industrial sectors lead spending, reflecting pDOOH’s growing role in broader brand-building and full-funnel marketing strategies.

To establish the market picture, WOO drew on submissions from 12 supply-side platforms (SSPs), with PricewaterhouseCoopers LLP (PwC) independently aggregating the data. The study covers full-year 2025 activity and places verified global pDOOH expenditure at $1.339 billion.

WOO President Tom Goddard said the two reports provide the industry with a more complete supply-side account of how programmatic outdoor advertising is traded, including where expenditure goes, which platforms facilitate transactions and the structures through which campaigns are bought.

To protect participants’ commercial confidentiality, the study uses an agreed methodology for aggregating submissions. Where platform coverage did not fully represent the wider market, the researchers applied agreed scaling factors to produce indicative whole-market estimates and disclosed the adjustments in the report methodology.

Beyond the current findings, WOO plans to continue the measurement programme annually, expand the number of participating SSPs and increase the level of detail available on global pDOOH expenditure as the market develops.