Quick answer: Place Exchange announced general availability of Programmatic Guaranteed (PG) for DOOH in Google Display & Video 360, allowing buyers to secure premium DOOH inventory with guaranteed terms while keeping a programmatic workflow. (Sources: Place Exchange, Google DV360 Help, PPC Land)
DOOH is getting more “digitally native”
For a long time, programmatic DOOH meant flexibility—but not always certainty. Programmatic Guaranteed changes that. It brings a familiar digital-media promise to the street: lock the premium supply, then execute with automation. That blend is exactly what pulls DOOH closer to mainstream omnichannel planning.
Why Programmatic Guaranteed matters for DOOH
DOOH buyers often need more than “access.” They want confidence:
- Guaranteed placement on premium screens
- Predictable delivery (less volatility, fewer surprises)
- Clear terms that match the stakes of high-visibility environments
PG is the workflow that makes DOOH feel closer to high-end digital video buying—without giving up the programmatic backbone that teams rely on for trafficking, pacing, and reporting.
DV360 becomes a mainstream pipe for guaranteed DOOH
The significance here isn’t only the Place Exchange announcement—it's that DOOH deal structures are now baked into an enterprise buying environment many teams already use. DV360 support documentation references DOOH inventory in Marketplace through PG and other deal types, signaling that the model has matured beyond one-off tests and custom workflows.
Planning takeaway
As PG becomes more common in DOOH, expect planning conversations to shift from “Can we buy it?” to “Which deal structure matches our objective?”:
- PG for premium certainty and predictable delivery
- Preferred for access with some control
- Open for flexible reach where volatility is acceptable
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