Place-based
The short answer
The venue map
Each venue type is its own network business: Captivate in office elevators Captivate 2026, gym networks, bar and restaurant screens, pharmacy and waiting-room networks. The largest programmatic aggregation of this supply sits behind Vistar Media, the DOOH-native SSP now owned by T-Mobile Vistar Media 2026 T-Mobile Newsroom 2025. That is why place-based is the format where a DSP seat, not a sales rep, is the normal buying tool.
Measurement caveat, same sentence as the price
Venue screens are priced on estimated venue traffic converted to impression multipliers, audited in the US under Geopath methodology Geopath Ongoing; an "impression" is an exposure opportunity for people present, not a confirmed view, so a $4 place-based CPM and a $12 bulletin CPM are not measuring the same thing. Put the definition next to the number in your deck (how: measurement).
Buying it
- Self-serve first: Adomni lists venue screens with no minimum budget for nearly all inventory Adomni 2026; good for tests under $5k.
- DSP for scale: Vistar or a general DSP reaches multiple venue networks in one flight; fees are quote-only, so get the stack in writing (route math).
- Network-direct for sponsorships: category exclusivity in gyms or elevators is a direct conversation with the network (Captivate).
Adjacent: retail media screens, Vistar Media, what pDOOH is, rate board.