The World Out of Home Organization (WOO) today published the second and final report from the WOO Global pDOOH Expenditure Study 2026, completing the first independently aggregated, supply-side picture of global programmatic Digital Out-of-Home (pDOOH) advertising expenditure.

Report 2: Verticals, DSP & Transaction Analysis draws on the same dataset of twelve SSP submissions, independently aggregated by PricewaterhouseCoopers LLP (PwC), to examine the structural mechanics of global pDOOH trading. Where Report 1 established the geographic distribution of the market’s $1.339 billion in global pDOOH adspend, this report reveals how that spend flows: through which advertiser categories, which platform types and which deal structures.

• 75.7%

  Private Marketplace share of spend

• 65.5%

  OOH-specialist DSP share

• 12

  SSP participants

• $1.339bn

  Verified global pDOOH adspend

Key structural findings from Report 2 include:

Private Marketplace transactions account for 75.7% of global pDOOH spend, confirming pDOOH as a premium, relationship-driven channel rather than an open-marketplace commodity. 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. Retail, Finance and Business & Industrial lead the advertiser vertical rankings, reflecting the channel’s growing role in full-funnel brand strategies.

Together, these two reports give the global pDOOH industry something it has not had before: a complete, supply-side verified account of how this channel is traded — where spend flows, through whom, and in what structures. WOO is committed to continuing this measurement programme as the industry evolves, and grateful to the SSPs whose collaboration makes it possible.

Tom Goddard President · World Out of Home Organization

The study was designed to provide a complete and comparable picture of global pDOOH trading while protecting the commercial confidentiality of individual participants. Where market coverage was incomplete, agreed scaling factors were applied to produce indicative whole-market estimates; all such adjustments are disclosed in the report methodology.

Both reports are published as part of the WOO Global pDOOH Expenditure Study 2026, which covers full-year 2025 data and is based on SSP revenue submissions independently aggregated by PwC. Together they constitute the most authoritative public dataset on global programmatic DOOH ever assembled. The programme will continue on an annual basis, with an expanding participant base and increasing market granularity.

The data tells you something important: pDOOH did not become a scaled programmatic market by following digital’s playbook. 75.7% PMP. 65.5% specialist DSP share. This is a channel that still primarily transacts on nuance, expertise and relationships — not open auction. As more consolidated and industry verified OOH measurement data aligns with the digital ecosystem, the omni-channel opportunity will accelerate.

Charles Parry-Okeden VP & Global Lead, Audience Measurement & Data · World Out of Home Organization

Report 2 tells us not just where pDOOH spend lands — it tells us why. Retail’s leadership reflects a channel used for its geographical and temporal precision. Consumer Electronics’ 72% omni-channel share confirms that sophisticated advertisers are already integrating pDOOH into cross-platform campaigns. These are not passive observations. They are a map for every operator, DSP and agency deciding where and how to compete.

Gideon Adey Principal · GUROOH