How we make this list: we compare pricing pages, product documentation and public user reviews. Ratings come from G2, Capterra or Trustpilot, with the date we checked them.
Key takeaways
- Vistar Media is the leading programmatic DOOH ecosystem, with both a demand side platform and supply side tools plus T-Mobile audience data.
- Broadsign is the infrastructure behind many screen networks, covering scheduling, inventory, ad serving, and programmatic selling.
- AdQuick is the most OOH native buying platform for US campaigns across classic and digital formats.
- The Trade Desk and DV360 suit brands that want DOOH inside a wider omnichannel plan rather than as a standalone buy.
- Place Exchange and Hivestack supply programmatic inventory and specialist tools, while Adomni offers self serve audience based buying.
- Pricing varies sharply by placement, audience, and market, and minimum spends are rarely published consistently. Treat every price here as a starting point and confirm terms with each vendor directly.
Quick comparison
| Tool | Best for | Starting price | Free plan |
|---|
 Vistar Media | Programmatic DOOH at scale | See website | No |
 Broadsign | Network infrastructure | See website | No |
 AdQuick | US OOH native buying | See website | No |
 The Trade Desk | DOOH in omnichannel plans | See website | No |
 DV360 | DOOH in Google centered plans | See website | No |
 Place Exchange | Programmatic OOH supply | See website | No |
 Hivestack | Specialist buy and sell side | See website | No |
 Adomni | Self serve audience buying | See website | No |
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Starting priceSee website
Free planNo
Vistar Media, part of T-Mobile Advertising Solutions, runs the leading programmatic DOOH ecosystem, with a demand side platform for buyers and supply side tools for media owners. Its venue and screen access is broad, and its audience and measurement integrations are deep. In October 2026 it announced T-Mobile audience segments built on consented first party carrier data, including app ownership and location insights, available exclusively through the Vistar DSP.
The trade is enterprise fit: pricing is CPM at auction with unpublished minimums, and fees can stack across layers. For a brand or agency running programmatic DOOH at scale, Vistar is the default platform to evaluate first.
What we like- Leading programmatic DOOH ecosystem with DSP and SSP
- Broad venue and screen access
- T-Mobile audience segments exclusive to its DSP
Watch out for- Enterprise oriented with unpublished minimums
- Fee structure can involve several layers
- Campaign quality depends on inventory controls
Starting priceSee website
Free planNo
Broadsign provides software for digital signage operators and media owners, covering content scheduling, inventory management, campaign management, ad serving, and programmatic monetization. Its programmatic buying platform, formerly Campsite, expanded to the US and Australia. It is the infrastructure behind networks rather than a simple marketplace for buying one billboard.
For a brand buying a single campaign, Broadsign matters indirectly: its networks supply much of the inventory other platforms sell. For an operator monetizing screens, Broadsign is the most complete workflow available. Pricing is custom and unpublished.
What we like- End to end operator workflow: scheduling, inventory, ad serving, programmatic selling
- Mature across roadside, retail, transit, and place based screens
- Network analytics included
Watch out for- Built for operators more than small brands
- Pricing is custom
- Learning curve for full workflow use
Starting priceSee website
Free planNo
AdQuick is the most OOH native platform on this list, built for buying outdoor advertising rather than adapting a general DSP. It covers classic and digital formats across the US, with a marketplace plus managed service options. Published digital CPMs run about $3 to $15, with minimum flights around four weeks and spend in the low thousands.
Self serve is partial, so smaller buyers may work through managed service, and coverage outside the US is limited. For a US brand planning a real OOH campaign across formats, AdQuick is the natural starting point.
What we like- Most OOH native buying experience
- Covers classic and digital formats across the US
- Marketplace plus managed service options
Watch out for- Minimum flights of about four weeks and low thousands in spend
- Self serve is partial
- Limited outside the US
Starting priceSee website
Free planNo
The Trade Desk is a general demand side platform that buys DOOH alongside display, video, audio, and connected TV. Its DOOH buying, described in its 2023 guide, suits brands that want one plan, one budget, and one report across channels, with optimization applied across all of them. It integrates with major DOOH supply, including Vistar and Place Exchange inventory.
The trade is specialization: DOOH creative support covers static images and standard video well, but some advanced formats need specialist handling, and pricing is seat and enterprise based. For a brand already running omnichannel campaigns, adding DOOH in The Trade Desk is the efficient path.
What we like- DOOH inside a leading omnichannel DSP
- Optimization and reporting across channels
- Access to major DOOH supply
Watch out for- Seat and enterprise pricing
- DOOH is one channel among many
- Creative support is narrower than specialists for some formats
Starting priceSee website
Free planNo
Google Display and Video 360, or DV360, offers a dedicated DOOH line item, mainly bought through deals, with static image and video creatives. Its strength is the Google data ecosystem and measurement integration for brands already centered on Google tools. Vistar and Place Exchange inventory also flows through DV360.
DV360 has no public self serve sign up for DOOH, and enterprise arrangements set the terms. Creative support is narrower than DOOH specialists for some formats. For a Google centered marketing team, DV360 keeps DOOH inside the existing workflow.
What we like- Dedicated DOOH line items inside Google's DSP
- Strong data ecosystem
- Integrates with Google measurement tools
Watch out for- Enterprise arrangement with no public sign up
- DOOH bought mainly through deals
- Narrower creative support than specialists
Starting priceSee website
Free planNo
Place Exchange is a programmatic out of home supply side platform: it connects screen inventory to demand side platforms rather than selling directly to small brands. Its inventory flows into DV360, The Trade Desk, and other DSPs, with audience targeting and measurement built in.
For a buyer, Place Exchange matters as the supply behind a DSP buy, not as a standalone login. For a media owner, it is a key route to programmatic demand. Pricing is CPM at auction and varies by placement and audience.
What we like- Leading programmatic OOH supply side platform
- Inventory flows into major DSPs
- Audience and measurement integrations
Watch out for- Supply side focus, not a buyer marketplace
- Access runs through a DSP
- Pricing is CPM at auction
Starting priceSee website
Free planNo
Hivestack, now part of Perion after its December 2023 acquisition, combines a DOOH demand side platform with supply side tools. It is described as an AI native platform, and its coverage extends across many international markets. Its inventory also reaches buyers through open auction and private deals in other DSPs, including Yahoo DSP.
Pricing is unpublished and enterprise oriented. For an international campaign or a buyer who wants a specialist rather than a general DSP, Hivestack is a strong alternative to Vistar, with particular strength outside the US.
What we like- Specialist DOOH DSP plus supply side tools
- AI native platform under Perion
- Broad international coverage
Watch out for- Enterprise oriented
- Pricing unpublished
- Smaller brand recognition than Vistar in the US
Starting priceSee website
Free planNo
Adomni offers self serve programmatic DOOH buying with audience based CPM pricing, which lowers the barrier for brands that cannot meet enterprise DSP minimums. Buyers can plan, target audiences, and launch campaigns without a managed service contract.
Minimums vary by campaign, and trigger support for weather or live events is limited compared with specialists. Inventory depth is smaller than Vistar or Place Exchange. For a mid size brand testing programmatic DOOH without an enterprise seat, Adomni is the most accessible specialist option.
What we like- Self serve programmatic buying
- Audience based CPM pricing
- Lower barrier than enterprise DSPs
Watch out for- Minimums vary
- Trigger support is limited
- Smaller inventory depth than Vistar or Place Exchange
How we chose
We ranked platforms by inventory reach, deal access, targeting and data, measurement, creative support, and pricing transparency. Specialists scored on DOOH depth, while general DSPs scored on omnichannel fit. We favored platforms with published pricing signals, such as AdQuick's CPM range, and marked enterprise pricing as "See website" where minimums and fees are unpublished or vary by deal.
We also separated buying from selling. Supply side platforms like Place Exchange and operator tools like Broadsign serve media owners first, and buyers meet them through a DSP. That distinction matters: a buyer shortlisting only buyer marketplaces would miss where much of the inventory actually comes from.
Buying guide
Start with inventory in your markets. If a platform cannot reach the screens, cities, or venues you need, nothing else matters. Ask for a live inventory check for your exact geography and venue types before signing, since roundup screen counts go stale fast.
Next, match the platform to campaign size. Small tests fit self serve options like Adomni or marketplace buys through AdQuick, while national or multi market campaigns need Vistar, Hivestack, or a general DSP seat. Confirm minimum spends, contract terms, and creative specs early: some general DSPs accept only static images and standard video for DOOH.
Finally, plan measurement before launch. Decide whether success means foot traffic, website visits, sales lift, or brand recall, and confirm the platform can report it. US CPMs run roughly $2 to $15 on digital billboards, $4 to $12 on street level panels, and $6 to $30 on place based screens, with spectaculars several times higher. Budgets start near $1,000 for a hyper local buy and reach six or seven figures nationally, so model a realistic flight before committing.
Frequently asked questions
What is the best digital OOH advertising platform?
Vistar Media leads for programmatic DOOH at scale, Broadsign leads for network infrastructure, and AdQuick leads for US OOH native buying. Brands running omnichannel plans usually buy DOOH through The Trade Desk or DV360 instead.
How much does digital OOH advertising cost?
US CPMs run roughly $2 to $15 on digital billboards, $4 to $12 on street level panels, and $6 to $30 on place based screens. Budgets start near $1,000 for a hyper local buy and reach six or seven figures nationally. Programmatic buying often saves 15 to 30 percent on the same screen versus direct.
What is programmatic DOOH?
Programmatic DOOH is the automated buying of digital screen inventory through a demand side platform, using real time bidding or pre negotiated deals. It enables audience targeting, data triggers, dayparting, and short flights that direct buying cannot support.
Can small businesses buy DOOH?
Yes. Self serve platforms like Adomni and marketplace options like AdQuick support smaller budgets, and hyper local buys can start near $1,000. Enterprise DSP seats are not required for a first test.
How is DOOH measured?
Common measures include impressions, proof of play reporting, foot traffic lift, website visits, and brand recall studies. Confirm measurement options before launch, since they vary sharply by platform and inventory.
Sources we checked (0)
Is your product missing or out of date?
We review this list regularly. Vendors can request a listing, send updated pricing or ask about featured placement.
Shihab Mia · Founder, Rankite
Shihab has 5+ years in B2B and SaaS SEO. He writes Rankite's software buying guides from pricing pages, documentation and public user reviews. More about Shihab.