StackAdapt Enhances the DOOH Process

StackAdapt has a new DOOH experience that replaces spreadsheets and static lists with real-time mapping that integrates Programmatic Guaranteed inventory access through both Broadsign and Vistar. Most DSPs typically integrate with only one.

Under the improved system, advertisers will have greater transparency about pricing and availability to launch for reserved screens directly on the platform. This development is a boon for buyers who can see the status of creative approvals in real time—no more manual follow-ups.

Nick Ortega, Head of DOOH at StackAdapt, explains the implications of these enhancements on the media buying and planning process.

How does StackAdapt’s new map-first interface enhance local campaign precision compared to traditional DOOH buying methods?

Our new map-first interface brings a whole new level of precision to local DOOH planning by turning what used to be a static, data-heavy process into a dynamic, visual experience. Instead of broad geotargeting, buyers can now plan directly on an interactive map, pinpointing specific venues, screens, or POI-based radiuses to build truly hyper-local campaigns. During planning, you can visually confirm your footprint in real time, and post-campaign, a similar interface shows exactly where impressions were delivered and how each screen performed. It’s a huge leap from traditional DOOH buying, giving advertisers both confidence and clarity to plan smarter and optimize faster at the local level.

In what ways does the new DOOH workflow help small and midsized local advertisers compete with national brands?

The new DOOH workflow levels the playing field for small and midsized local advertisers by giving them the same precision tools and data-driven capabilities that national brands use, but in a way that’s accessible and budget-efficient. Through features like Forecasting and granular geo-targeting, local businesses can plan campaigns around specific points of interest, venue types, or even individual screens—ensuring every dollar is spent reaching the right audience in the right place. The map visualization and estimated metrics provide clarity and confidence in planning, helping smaller teams make quick, informed decisions without the need for large media resources. Ultimately, it empowers local advertisers to act with the agility of a neighborhood business and the sophistication of a national brand.

Can advertisers use hyperlocal audience data (e.g., foot traffic or event proximity) within the new map-first planning tool to refine targeting?

While we don’t currently surface third-party foot traffic or audience data within the map-first planning tool, we do forecast impressions using impression multiplier data to help guide planning and scale expectations. Advertisers can also access third-party audience segments through PMP transactions with select SSP partners, enabling more data-driven targeting strategies.

Can StackAdapt ensure creative transparency benefits local advertisers who often juggle multiple local media owners?

Creative transparency is a core part of the updated platform. Advertisers can see media-owner-level approval statuses in real time, and by which partners. This visibility eliminates guesswork, reduces manual follow-ups, and helps local advertisers manage campaigns across multiple media owners with speed and confidence.

With programmatic guaranteed access via Broadsign and other platforms, how might local media owners benefit from improved access to programmatic budgets?

StackAdapt’s Programmatic Guaranteed certification with Broadsign and Vistar Media connects local media owners to reliable, high-value programmatic demand. This gives publishers access to budgets that might otherwise go exclusively to national or digital campaigns. It also helps media owners maximize fill rates and revenue potential by offering guaranteed placements to advertisers during key cultural or retail moments.

How do heatmaps and screen-level metrics help brands measure local ROI or real-world impact at the neighborhood or store level?

The Map-Based Summary within StackAdapt’s DOOH Reporting platform gives brands a highly visual, granular view of local campaign performance; functioning like a heatmap for real-world impact. Advertisers can see precisely where impressions were delivered across neighborhoods, zoom in to isolate local performance, and analyze delivery density through dynamic screen clusters. Each screen is fully measurable, with detailed metrics like impressions, media cost, eCPM, and plays available directly on the map and in the reporting table. By combining this geographic visualization with screen-level metrics, brands gain clear insight into which neighborhoods or venues drove the strongest results and can optimize future campaigns with confidence.

How does StackAdapt’s integration of Programmatic Guaranteed (PG) inventory change the way regional advertisers plan around high-demand periods like holidays or major sporting events?

Programmatic Guaranteed (PG) allows advertisers to reserve premium inventory in advance of high-demand periods such as holidays or major sporting events. It combines the certainty of guaranteed placements with the efficiency of programmatic buying, giving advertisers access to in-platform reporting, seamless measurement, and the flexibility to update creative as needed.

According to the OAAA, with the 2026 FIFA World Cup approaching, 62% of U.S. adults say they want to see OOH ads tied to the tournament, and 96% of that audience says they would seek more information or engage via social media after seeing the ad. With StackAdapt’s PG integration, regional advertisers can confidently secure top-tier inventory ahead of major events while maintaining control and visibility across every stage of their campaign.

DOOH has grown 9.2% year-over-year growth. Where does StackAdapt see the biggest growth potential geographically? In urban centers, suburban markets, or emerging regional hubs?

The biggest opportunity lies in emerging regional hubs. Urban centers remain vital for scale and brand visibility, yet they’re increasingly saturated and competitive. Regional markets are growing fast with expanding retail, commuter, and entertainment infrastructure, offering high-impact reach with lower saturation.

Suburban areas are also gaining traction as hybrid work reshapes consumer movement. Overall, the next wave of DOOH growth will come from connecting brands to these rising regional ecosystems where audience attention is outpacing media investment.