The Enterprise DOOH Architecture Guide
An authoritative technical and operational guide to digital out-of-home advertising: mathematical loop quotas, programmatic deal mechanics, live event protections, edge player execution, and cryptographic Proof of Play.
DOOH Loop Mechanics & Capacity Quotas
Unlike digital display web banners, physical digital billboard inventory operates on continuous temporal loops (typically 60 seconds partitioned into six 10-second slots). The capacity engine tracks booked slots across hourly daypart blocks, enforcing strict maximum Share of Voice (SOV) caps (typically 33% to 50%) and competitor category exclusions to prevent conflicting advertisers from appearing within the same loop cycle.
- Fixed temporal loop cycles (e.g. 60s total, 6 slots × 10s)
- Daypart blocks: Morning Peak, Midday, Evening Peak, Night, Late Night
- Mathematical capacity quotas with atomic hold reservation
Programmatic DOOH Deal Types & Priority Waterfall
Modern DOOH enables both guaranteed direct contracts and programmatic exchange auctions. DOOOOH implements a deterministic waterfall priority: 1. Contractual Guarantees & Direct Bookings → 2. Programmatic Guaranteed (PG, fixed price & 100% capacity) → 3. Preferred Deals (PD, first-look option at negotiated CPM) → 4. Private Marketplace (PMP, closed auction with floor CPMs) → 5. Open Exchange (RTB, second-price clearing).
- Programmatic Guaranteed (PG) for high-impact seasonal bursts
- Preferred Deals (PD) for negotiated first-look access
- Explainable ad decision logs with floor CPM protection
Live Event Broadcasts & Contract Protection Rules
Live stream events (e.g. sports matches, concerts, keynotes) require explicit contractual distinction from standard loops. Live Event + Ad Breaks preserve campaign spots during intermission cue points, while Full Takeovers claim 100% display preemption. The Contract Protection Engine enforces ContractProtectionLevel policies (NON_PREEMPTIBLE, CO_EXIST_EVENT_AD_INSERTION, PREEMPTIBLE_WITH_PENALTY, INTERRUPTIBLE_REMNANT), ensuring displaced commitments automatically receive make-goods or replacement inventory.
- Live Event + Ad Breaks vs Full Takeover distinction
- ContractProtectionLevel rules evaluate preemption legality
- Pre-cached local fallback video prevents blank screens during packet loss
Edge Execution & Cryptographic Proof of Play
Campaign dispatch compiles approved Ad Decisions into Deterministic Flight Manifests delivered to player hardware. Media players pre-cache video assets locally, rendering content with sub-second local clock synchronization even during internet outages. Playout telemetry generates HMAC-SHA256 device signatures, verified start/end timestamps, and periodic camera audit captures, reconciled directly against delivery contracts before financial settlement.
- Deterministic Flight Manifests with pre-cached edge assets
- Hardware-signed Proof of Play records with HMAC signatures
- Zero biometric or facial recognition surveillance
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