As programmatic DOOH scales, buyers are turning to curated marketplaces

Lindsay Shelton, director, North America, VIOOH Not long ago, premium advertising meant a double-page spread in a glossy magazine or a 30-second spot during the Super Bowl. It was about prestige, proximity to power and high price tags tied to exclusivity. But in the hyper-fragmented world of 2026, the definition of an exclusive environment has transformed. Today, the most coveted VIP section in th