Programmatic Networks

Lamar's Programmatic Networks give supply-side platforms, demand-side platforms, and agencies curated, audience-built collections of digital billboard inventory across the U.S. Each network is organized around a specific audience or event — sports fandom, retail proximity, motorsport tourism — so partners can plan and activate programmatic out-of-home the same way they'd plan any other addressable channel, with the context of who they're reaching and why.

    Why Programmatic Out-of-Home

    Programmatic digital out-of-home (DOOH) combines the impact of premium outdoor advertising with the precision and flexibility of digital buying. Campaigns can be activated using audience, behavioral, contextual, or geographic targeting, ensuring messaging reaches consumers at the right place and time. Dynamic creative capabilities allow advertisers to adapt messaging in real time based on factors like weather, time of day, or live events. Robust measurement solutions—including foot traffic, brand lift, attribution, and conversion analysis—provide actionable campaign insights. As part of a broader omnichannel strategy, programmatic DOOH reinforces messaging across mobile, CTV, digital, and social channels, extending reach and driving stronger campaign performance.

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    Programmatic Network FAQ

    A programmatic DOOH network is a curated collection of digital out-of-home screens built around a specific audience, location, event, or marketing objective.

    Lamar’s inventory is targeted programmatically using location, proximity, contextual, demographic, behavioral, and other data-driven audience signals.

    Yes, you can download a network overview to share with clients, including the planning calendar, creative opportunities, and available measurement options.

    Programmatic OOH performance can be measured by matching exposed device IDs to downstream outcomes, enabling measurement of foot traffic, sales, conversions, and brand lift.