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DOOH - Digital Out-of-Home

This guide covers how AdCP represents Digital Out-of-Home advertising formats for digital billboards, transit screens, and venue displays.

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DOOH Format Characteristics

DOOH formats differ from other digital formats:
  • Display on physical screens in public spaces
  • Include venue context (airport, mall, highway, etc.)
  • Use venue-based impression tracking instead of device identifiers
  • No clickthrough URLs (use QR codes instead)
  • Often display without audio

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Standard DOOH Formats

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Digital Billboard (Landscape)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "dooh_billboard_1920x1080"
  },
  "type": "dooh",
  "assets_required": [
    {
      "asset_id": "billboard_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 1920,
        "height": 1080,
        "file_types": ["jpg", "png"],
        "max_file_size_kb": 1000
      }
    },
    {
      "asset_id": "impression_tracker",
      "asset_type": "url",
      "url_type": "tracker",
      "required": true
    }
  ]
}

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Transit Screen (Portrait)

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "dooh_transit_1080x1920"
  },
  "type": "dooh",
  "assets_required": [
    {
      "asset_id": "screen_image",
      "asset_type": "image",
      "asset_role": "hero_image",
      "required": true,
      "requirements": {
        "width": 1080,
        "height": 1920,
        "aspect_ratio": "9:16",
        "file_types": ["jpg", "png"]
      }
    },
    {
      "asset_id": "impression_tracker",
      "asset_type": "url",
      "url_type": "tracker",
      "required": true
    }
  ]
}

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Video Billboard

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "dooh_video_15s"
  },
  "type": "dooh",
  "assets_required": [
    {
      "asset_id": "video_file",
      "asset_type": "video",
      "asset_role": "hero_video",
      "required": true,
      "requirements": {
        "duration": "15s",
        "width": 1920,
        "height": 1080,
        "format": ["MP4"],
        "audio_required": false,
        "max_file_size_mb": 50
      }
    },
    {
      "asset_id": "impression_tracker",
      "asset_type": "url",
      "url_type": "tracker",
      "required": true
    }
  ]
}

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Impression Tracking for DOOH

DOOH formats use impression trackers (often called “proof-of-play”) to verify when creatives display on physical screens. These are standard URL assets with DOOH-specific macros: 
{
  "asset_id": "impression_tracker",
  "asset_type": "url",
  "url_type": "tracker",
  "required": true,
  "requirements": {
    "required_macros": [
      "SCREEN_ID",
      "PLAY_TIMESTAMP",
      "VENUE_LAT",
      "VENUE_LONG"
    ]
  }
}
The mechanics are identical to digital impression tracking - it’s just a URL that fires when the ad displays. The difference is the macros capture physical venue context instead of device identifiers.

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Creative Manifests

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Static Billboard Manifest

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "dooh_billboard_1920x1080"
  },
  "assets": {
    "billboard_image": {
      "asset_type": "image",
      "url": "https://cdn.brand.com/dooh_billboard.jpg",
      "width": 1920,
      "height": 1080
    },
    "impression_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/pop?buy={MEDIA_BUY_ID}&screen={SCREEN_ID}&venue={VENUE_TYPE}&ts={PLAY_TIMESTAMP}&lat={VENUE_LAT}&long={VENUE_LONG}"
    }
  }
}

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Video Billboard Manifest

{
  "format_id": {
    "agent_url": "https://creative.adcontextprotocol.org",
    "id": "dooh_video_15s"
  },
  "assets": {
    "video_file": {
      "asset_type": "video",
      "url": "https://cdn.brand.com/dooh_15s.mp4",
      "duration": 15,
      "width": 1920,
      "height": 1080,
      "audio": false
    },
    "impression_tracker": {
      "asset_type": "url",
      "url_type": "tracker",
      "url": "https://track.brand.com/pop?buy={MEDIA_BUY_ID}&screen={SCREEN_ID}&ts={PLAY_TIMESTAMP}"
    }
  }
}

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DOOH-Specific Macros

In addition to universal macros, DOOH formats support:

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Venue Information

  • {SCREEN_ID} - Unique screen identifier
  • {VENUE_TYPE} - airport, mall, transit, highway, retail
  • {VENUE_NAME} - Specific venue name
  • {VENUE_LAT} / {VENUE_LONG} - GPS coordinates

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Play Information

  • {PLAY_TIMESTAMP} - When creative displayed (Unix timestamp)
  • {DWELL_TIME} - Average dwell time at this location (seconds)
  • {LOOP_LENGTH} - Total ad rotation duration (seconds)
Example impression tracking URL: 
https://track.brand.com/imp?
  buy={MEDIA_BUY_ID}&
  screen={SCREEN_ID}&
  venue={VENUE_TYPE}&
  venue_name={VENUE_NAME}&
  ts={PLAY_TIMESTAMP}&
  lat={VENUE_LAT}&
  long={VENUE_LONG}&
  dwell={DWELL_TIME}

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Common Aspect Ratios

  • 16:9 (1920x1080) - Landscape billboards and highway screens
  • 9:16 (1080x1920) - Portrait transit and retail displays
  • 1:1 (1080x1080) - Square formats

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Impression Verification

DOOH impression trackers confirm:
  • Creative actually displayed on physical screen
  • Exact timestamp of display
  • Specific screen location and venue context
Example impression data captured: 
{
  "media_buy_id": "mb_dooh_q1",
  "screen_id": "LAX_T1_GATE24",
  "venue_type": "airport",
  "venue_lat": "33.9416",
  "venue_long": "-118.4085",
  "play_timestamp": "1704067200",
  "dwell_time_seconds": "45"
}
This is functionally identical to impression tracking in other channels - the URL fires when the ad displays, providing verification for billing and reporting.