DOOH Retargeting

Audience Retargeting, Built for a Privacy-First World

Due to privacy limitations, state-level legislation, and the diminishing reliability of mobile device IDs, traditional DOOH-to-mobile retargeting has become difficult to scale. We developed a more durable methodology that keeps your campaign targeted across screens and devices — without depending on individual MAIDs or fragile consent signals.

Delivery-Driven Geofences

We analyze where your DOOH campaign actually delivered and build tight geofences around the highest-impression areas. Instead of drawing broad circles around a market and hoping the audience overlaps, we use the campaign's own delivery footprint — by screen, ZIP code, census block group, or custom polygon — so every retargeting zone is backed by real impression data.

Addressable Audience

Those geofences become an addressable audience pushed into your omnichannel DSP or media buying platform for follow-up mobile, display, CTV, and audio activation. The same physical footprint that received the OOH message now carries the digital extension, so the two channels work from a single geographic plan. For the CTV half of that extension, the same cohorts activate through CTV audience targeting.

Privacy-Resilient

No reliance on individual MAIDs. The approach holds up across state legislation changes and platform-level privacy restrictions because the audience is built from location-of-delivery, not from personal identifiers or cross-device graphs. It is scalable in the same way the DOOH buy is scalable: the larger the physical footprint, the larger the addressable audience.

How It Works

We measure the real-world delivery of your DOOH placements, segment the footprint into tight geofences around the areas receiving the most impressions, and push those geofences as an addressable audience into the omnichannel DSP. The result is a scalable, still-targeted retargeting layer that complements the out-of-home buy.

1. Run the DOOH flight. The campaign delivers impressions across the selected venues and geographies. The delivery report shows exactly where the message ran.
2. Identify high-delivery zones. We segment the delivery data into the areas with the strongest impression density. These are the locations that already proved they could carry the message.
3. Build tight geofences. Each high-delivery zone becomes a targeted geofence.
4. Push to an omnichannel DSP or media buying platform. The retargeted audience can be packaged and sent as a PMP or audience segment in the DMP directly to your DSP seat. You can also run these retargeting segments in Meta or Google Ads Manager.

Why This Approach Scales

A delivery-driven model scales because it is built from data the campaign already produces. There is no need to license a separate device graph, manage consent differently in every state, or rebuild the audience for each new market. The targeting is as large as the DOOH footprint and as precise as the delivery report allows.

• Privacy-safe: Audience is built from location-of-delivery, not individual device identifiers.
• Portable: Geofenced audiences are accepted by nearly every major DSP and social buying platform.
• Reproducible: The same workflow applies to local, regional, or national flights.
• Cost-efficient: Avoids expensive matching fees and reduces compliance overhead.

Powered by AMAP Data

This retargeting layer is powered by AMAP Data, Goldfish's proprietary cookieless audience infrastructure. AMAP maps real-world behavior to real screens using census block group cohorts — no device IDs, no probabilistic matching. The same data product already runs at DSP scale, so the audience foundation behind your retargeting is built for privacy-first buying from the ground up.

Mobile Device ID Targeting Is Still Available

If the brief requires device-level retargeting, mobile device ID matching can still be added as an option. It may incur additional fees and will be subject to applicable privacy regulations and platform policies in each market. In most cases, the delivery-driven geofence approach delivers comparable or better reach with less operational complexity.