Programmatic DOOH scales in Latin America via Viooh and JC Decaux

What is programmatic digital out-of-home?

Programmatic digital out-of-home, or pDOOH, lets advertisers buy digital screen space through automated marketplaces instead of negotiating individual placements. Rather than locking in fixed slots months ahead, brands can target and launch campaigns via a supply-side platform that aggregates available inventory. The model appeals because it brings flexibility and measurement closer to online advertising standards. In Latin America, pDOOH is shifting from pilot efforts to full network coverage. Two moves this year illustrate the change: a supply-side platform operator partnered to add thousands of Brazilian screens, while a major outdoor group connected its entire regional digital footprint to automated buying. Industry watchers note that www.dailydooh.com published a Global DOOH Media Forecast 2026-2030, underscoring sustained attention on the channel. The approach also lowers the barrier for smaller advertisers who previously lacked direct relationships with screen owners.

How are Viooh and B-Drops expanding Brazilian screen access?

Viooh has partnered with Brazilian digital out-of-home network B-Drops to open 7,680 digital displays to programmatic purchasing. The screens sit in gyms, salons and barber shops across Brazil, giving advertisers access to wellness-focused environments through Viooh's global programmatic marketplace and supply-side platform. B-Drops contributes local market reach, while Viooh (www.viooh.com) supplies the automated connections that link buyers to inventory. For advertisers, the agreement means campaigns can be planned and bought alongside other programmatic channels rather than through separate direct negotiations. The partnership reflects a wider pattern in which regional networks plug into global marketplaces to monetize screens that once required local relationships. It also shows how venue-specific inventory, such as personal-care and fitness locations, is being packaged for automated delivery. By folding these contexts into one buying interface, the deal extends programmatic reach into environments where conventional outdoor advertising is scarce.

How has JC Decaux rolled out programmatic across Latin America?

JC Decaux (www.jcdecaux.com) has completed the expansion of programmatic digital-out-of-home buying across its Latin American network, adding nine Central American and South American markets. The move brings 100 percent of the company's Latin American digital inventory onto automated purchasing, so advertisers can now buy the group's regional digital screens programmatically instead of relying solely on traditional direct sales. By connecting its entire digital footprint in the region, the outdoor advertising group removes the fragmentation that previously forced buyers to negotiate market by market. The nine newly added territories span both Central and South America, extending programmatic availability beyond earlier pilot coverage. For media planners, the completion signals that large-format and transit-adjacent digital inventory in the region is now reachable through the same automated workflows used in more mature markets. The rollout underscores a broader push to standardize pDOOH access for cross-border campaigns.

Why is DOOH drawing new leadership and forecasts?

The sector's expansion is drawing executive movement and published outlooks alike. According to www.dailydooh.com, Helen Miall has joined LiveRamp (www.liveramp.com), a data connectivity platform, a hire that highlights the growing role of audience data and identity resolution in out-of-home advertising. The same outlet flagged a Global DOOH Media Forecast 2026-2030, indicating that analysts and operators expect sustained growth of digital screen advertising through the end of the decade. Leadership changes at data firms and the release of multi-year forecasts suggest the channel is maturing from a niche buy into a measurable, data-linked medium. As programmatic access widens across regions such as Latin America, the ability to connect campaigns to audience segments becomes more valuable. Companies like LiveRamp position themselves to help advertisers match screens to audiences, while network operators expand the inventory those tools can target.