Programmatic DOOH Gains Momentum in Latin America as Industry Leaders Expand Reach and Talent

The programmatic DOOH ecosystem is entering a period of rapid expansion, driven by a confluence of strategic hires, optimistic market forecasts, and groundbreaking partnerships that are reshaping how brands reach consumers in Latin America.

Talent bolsters data‑driven commerce

In a move that underscores the sector’s appetite for data expertise, Helen Miall has joined LiveRamp, a leading identity resolution and data onboarding platform. Miall’s background in digital media and data integration is expected to accelerate LiveRamp’s support for programmatic DOOH, giving advertisers deeper audience insights and more precise targeting across the region’s growing inventory.

A bullish outlook for the next five years

Industry analysts behind the Global DOOH Media Forecast 2026‑2030 project a compound annual growth rate (CAGR) of roughly 12% for the worldwide DOOH market, with Latin America poised to outpace the global average thanks to expanding urbanization and mobile connectivity. The forecast predicts that programmatic transactions will comprise over 40% of all DOOH spend by 2030, up from just 15% in 2023.

JC Decaux closes the programmatic loop across Latin America

Building on this momentum, JC Decaux announced the full integration of its Latin American digital inventory into programmatic channels. The rollout adds nine new markets to the company’s automated buying ecosystem, delivering 100% coverage for programmatic campaign execution across the continent. Advertisers can now purchase inventory in real‑time, leveraging data signals from partners like LiveRamp to optimize reach and frequency.

Viooh and B‑Drops unlock niche venues in Brazil

In Brazil, the partnership between Viooh and B‑Drops further diversifies the programmatic landscape. By onboarding 7,680 digital screens located in gyms, salons, barber shops, and other wellness‑focused venues, the collaboration expands the granularity of audience targeting beyond traditional street‑level billboards. The screens are made available through Viooh’s supply‑side platform (SSP), allowing brands to programmatically buy ad space in environments where consumers are engaged in personal care activities.

Implications for advertisers

The convergence of talent, technology, and inventory creates a fertile ground for brands seeking to execute data‑driven, location‑specific campaigns. With LiveRamp’s new expertise, JC Decaux’s continent‑wide programmatic coverage, and Viooh’s niche venue network, advertisers can now orchestrate multi‑touchpoint strategies that blend high‑traffic urban screens with hyper‑local experiences.

Looking ahead

If the forecast holds true, the next half‑decade will see Latin America solidify its role as a hotbed for programmatic DOOH innovation. Continued investments in data infrastructure, the onboarding of unconventional screen locations, and the scaling of automated buying platforms will likely push programmatic share well beyond the projected 40% threshold, reshaping the advertising landscape across the region.