Healthcare demand-side platform (DSP) DeepIntent has partnered with Vistar Media to bring premium digital out-of-home (DOOH) inventory into its programmatic marketplace. The integration gives healthcare advertisers access to Vistar’s digital screens alongside DeepIntent’s healthcare audiences, optimization tools and measurement capabilities, expanding the role of DOOH in omnichannel healthcare campaigns.
The partnership connects two increasingly important parts of the advertising ecosystem: programmatic media buying and digital out-of-home advertising. Instead of managing DOOH separately, healthcare marketers can activate inventory through the DeepIntent DSP alongside other campaign channels.
The inventory spans high-traffic environments including transit hubs, retail locations, offices and airports. The offering also includes access to point-of-care inventory through Vistar Media publisher partners, putting advertising closer to environments where patients and healthcare professionals encounter health-related information.
Bringing DOOH Into Healthcare Programmatic Buying
Vistar Media operates technology supporting the buying and selling of DOOH inventory, while DeepIntent specializes in healthcare advertising and audience activation. Their integration gives marketers a way to combine Vistar’s screen inventory with DeepIntent’s privacy-safe patient and provider audiences.
That combination is particularly relevant to healthcare advertising, where targeting and measurement have historically been more complicated than in many consumer categories. Healthcare marketers need to balance audience relevance with privacy considerations while demonstrating that media investment contributes to meaningful outcomes.
DeepIntent says advertisers can launch DOOH campaigns within the same platform used for their existing omnichannel activity. That creates a more unified workflow for media planning and activation while allowing DOOH to become part of broader audience strategies rather than a standalone channel.
The point-of-care component adds another layer. Inventory in healthcare-related environments can reach patients and providers around moments when medical information and treatment decisions are more relevant. DeepIntent has been expanding this part of its marketplace through partnerships involving EHR providers Lane4 and OptimizeRx and the healthcare application epocrates.
Programmatic DOOH Gains Ground
The partnership comes as DOOH continues moving toward greater automation. According to the Out of Home Advertising Association of America (OAAA), U.S. out-of-home advertising generated a record $9.46 billion in revenue in 2025, with digital formats contributing significantly to the industry’s expansion.
Programmatic buying is helping DOOH become easier to integrate with broader digital campaigns. Advertisers can increasingly plan audiences and media across multiple channels while using automated buying infrastructure to access physical-world screens.
For healthcare marketers, the potential advantage is not simply additional reach. Integrating DOOH into a healthcare DSP could allow advertisers to apply audience, optimization and measurement capabilities that are already familiar from digital campaigns.
Measurement Remains the Key Test
The more significant question is whether DOOH can deliver comparable measurement rigor to other programmatic channels. Healthcare advertisers increasingly expect media investments to be connected to business and patient outcomes rather than evaluated solely through impressions.
DeepIntent’s healthcare-specific measurement framework is therefore an important component of the partnership. If DOOH can be evaluated alongside other campaign channels using consistent performance metrics, it becomes easier for agencies and healthcare brands to justify additional investment.
That challenge has limited the role of DOOH in some specialized advertising strategies. Bringing premium inventory, healthcare audiences and measurement into one DSP could help reduce some of those operational barriers.
Market Landscape
The integration reflects a broader convergence between programmatic advertising, DOOH, omnichannel media and privacy-safe audience activation. Retail media, CTV and DOOH are increasingly becoming components of unified media plans rather than isolated advertising channels.
For DSPs, expanding inventory marketplaces can also improve the value of their platforms by giving advertisers more ways to reach audiences without changing buying environments. For DOOH providers, partnerships with specialized DSPs create additional routes into vertical markets where targeting and measurement requirements are more demanding.
In healthcare, those capabilities are especially important because audience relevance must be balanced with privacy and responsible data use.
Strategic Outlook
The DeepIntent-Vistar partnership signals that DOOH is becoming increasingly integrated into specialized programmatic ecosystems. For healthcare advertisers, the immediate opportunity is to add physical-world media to omnichannel campaigns while retaining centralized activation and measurement.
The longer-term opportunity is broader. As DOOH becomes more programmatic and addressable, its success will depend increasingly on whether advertisers can connect screen-level exposure to measurable outcomes without compromising privacy.
For DSPs, agencies and publishers, that makes inventory interoperability, audience intelligence and cross-channel measurement increasingly important competitive differentiators.
Top Insights
- DeepIntent’s Vistar integration brings premium DOOH into healthcare programmatic buying, allowing advertisers to combine physical-world reach with specialized healthcare audiences.
- Point-of-care inventory expands DOOH beyond broad awareness, giving healthcare marketers access to environments surrounding relevant patient and provider interactions.
- Programmatic activation can make DOOH easier to integrate into omnichannel media plans, reducing operational barriers between digital and physical advertising channels.
- Healthcare-specific measurement could help address one of DOOH’s historical challenges by connecting screen exposure with meaningful business and health outcomes.
- The partnership highlights the convergence of DOOH, DSPs, privacy-safe targeting and omnichannel measurement as advertisers seek more unified media strategies.
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