13 October 2025

MyAdbooker:

Pioneering Programmatic DOOH

From Static Screens to Smart, Data-Driven Media
Before the term programmatic advertising became mainstream, MyAdbooker was already reshaping how digital outdoor campaigns were bought and sold.
Founded in 2012, it became the first true programmatic Digital Out of Home (DOOH) platform, enabling real-time bidding for digital billboards across the Netherlands.
Together with CSdigitalmedia, we built the technology that powered this transformation, a Supply Side Platform (SSP) capable of processing millions of ad impressions per hour, linking advertisers directly to physical screens through automation and data.
Challenges

Outdoor advertising was historically static and slow. Campaigns required manual scheduling, fixed pricing, and limited targeting.MyAdbooker set out to change that, by bringing the logic of programmatic trading (already dominant in online advertising) into the physical world.

The challenge was there. We had to:

  • Build the first real-time bidding engine for digital signage
  • Handle billions of transactions per month with minimal latency
  • Integrate with multiple Demand Side Platforms (DSPs) and signage system
  • Enable location-based targeting down to latitude and longitude
  • Ensure uptime, scalability, and transparency for publishers and advertisers alike

In short, the mission was to bring the speed of the internet to the streets.

What We Did
Platform architecture and technical realisation
Bidding engine and transaction infrastructure
API integrations with signage networks and DSPs
Performance and scalability engineering
Ongoing co-creation and optimisation
Working side-by-side with the MyAdbooker team, we designed a full programmatic ecosystem for Digital Out of Home. From real-time auctions to revenue dashboards and smart targeting logic, every feature was engineered for precision, speed, and reliability.
The Solution
The platform introduced programmatic logic to outdoor advertising, turning static screens into dynamic, data-responsive media.
Core Components
Real-Time Bidding Engine

Processes thousands of bid requests per second using OpenRTB protocols.

Demand-Side Integrations

Direct connectivity with top European DSPs and trading desks.

Location-Based Targeting

Real-time audience optimisation using geolocation and time-of-day data.

Dynamic Pricing

Automated CPM calculation based on pedestrian flow, traffic density, and contextual triggers.

Publisher Dashboard

Full control of inventory, pricing, and performance reporting.

Advertiser Interface

Transparent campaign setup with live reporting and analytics.

The system supports both open auctions and private marketplace deals, giving screen owners and advertisers complete flexibility.
Results
Launched the world’s first programmatic DOOH campaign
Built a full-stack SSP with real-time bidding and dynamic targeting
Enabled advertisers to respond to live events within seconds
Delivered a scalable, high-performance platform still leading the market
Impact
MyAdbooker didn’t just digitise outdoor advertising, it reinvented it. By automating what was once manual, it gave publishers new revenue models and advertisers real-time control over where and when their messages appeared.
From roadside billboards to metro stations, the platform bridged the gap between online precision and offline impact, setting the standard for a new era in advertising technology.