Programmatic on digital screens: how it works and what your network needs to take part

Programmatic buying lets agencies, media agencies, and other buyers plan and buy advertising inventory through digital platforms.

For a media owner, this doesn’t mean replacing direct sales or changing their commercial model.

It means enabling part of their inventory so it can be found and bought from the platforms that demand uses.

In a traditional operation, the media’s sales team agrees directly on locations, dates, prices, and conditions with the buyer.

In programmatic, part of that process happens through technology platforms.

The buyer defines the campaign’s characteristics from their platform. On the other side, the media owner decides which part of their inventory to make available and under what conditions.

The screen doesn’t change. What changes is the way demand can access its inventory.

Who takes part in a programmatic purchase?

To understand how the process works, there are five main players:

Media owner

The owner or operator of the screen network. They decide what inventory to enable, when it’s available, and under what commercial conditions.

CMS

The platform that manages the screen network and makes it possible to connect it technologically with the platforms of the programmatic market.

This is where Doohmain comes in, connecting the media owner’s screens with SSPs in a precise and efficient way.

SSP (Supply Side Platform)

The supply-side platform. It aggregates the available inventory of different media owners and connects it with DSPs so it can be found and bought by demand.

DSP (Demand Side Platform)

The demand-side platform. It makes it possible to search, plan, and buy advertising inventory according to each campaign’s needs.

Trading Desk

The team at media agencies or advertisers that uses DSPs to plan and execute programmatic purchases.

The journey connects both sides of the market: Doohmain integrates the screens with SSPs; SSPs aggregate the supply and make it available to DSPs; and from there, demand can access the available inventory.

What does a network need to take part?

Being available for programmatic buying requires more than just having digital screens.

There are three key elements:

1. A CMS that integrates with SSPs

The network needs a platform capable of connecting stably with the platforms from which the inventory is offered.

2. Audience metrics accepted by the SSP

The inventory must have information that allows estimating the impressions generated by each play, such as the Impression Multiplier required by the platforms.

3. A defined CPM

The media owner must establish, together with the SSP, the commercialization value of their inventory per thousand impressions.

It’s also important to keep data such as the location, characteristics, and formats of each screen correctly reported.

What does Doohmain solve?

Doohmain solves the technology layer that connects the screen network with programmatic platforms.

The platform makes it possible to integrate the inventory with SSPs, receive and incorporate audience data, deliver the information needed to run campaigns, and have reports and certifications about what was actually played.

The media owner keeps defining their commercial conditions.

The technology takes care of making their inventory ready to take part whenever a buying opportunity arises.

Your screens, still your rules

Taking part in programmatic buying doesn’t mean putting the entire network up for grabs or accepting any campaign.

The media owner keeps deciding:

• what inventory to enable
• when it’s available
• under what conditions and CPM they want to commercialize it
• what content they approve for publication

Your screens, still your rules.

And there’s an important distinction: being connected doesn’t automatically guarantee new sales.

What it allows is for your inventory to be technically ready and available when buyers using programmatic platforms look for screens for their campaigns.

At Doohmain, we work to make that connection increasingly simple, stable, and transparent for media owners.