DOOH planning describes audiences by venue; web data describes them by domain. Cookieless Audience bridges the two with fixed, IAB Audience Taxonomy 1.1-aligned codes — 285 sub-interests, 283 purchase-intent segments and nine demographic dimensions — so you can vet syndicated feeds, keep screen content coherent with the venue audience, and build companion web domain lists. All at the domain and content level, with no identifiers involved.
Most DOOH screens syndicate content from web publishers — news tickers, sports highlights, recipes, finance headlines. When content and venue audience are mismatched, both engagement and ad context fail quietly.
Venue owners describe audiences in prose (“young urban professionals, morning commute”). Content partners describe themselves in brand terms. Nothing forces the two descriptions to be comparable — unless both are expressed in the same coded taxonomy.
A wealth-management spot after celebrity gossip in an airport lounge, or esports clips in a retiree waiting room — when content doesn't match the venue audience, both jobs underperform without anyone noticing.
Every attribute uses a fixed vocabulary — interests as INT.* codes, purchase intent as PI.* codes, demographics as enumerated bands — so a venue profile and a content feed can be compared field by field and the overlap scored.
Describe the venue in coded attributes, profile each content feed's source domain, score the overlap, and extend the same codes to a companion web domain list.
18_24/25_34, urban, INT.healthy_living.fitness_and_exercise.Illustrative starting profiles — each network tunes its own. Every value below comes from the same enumerated vocabulary in the published taxonomy, so it can be matched mechanically against any domain.
Fitness-minded, younger-skewing, urban and suburban members between sets and on cardio floors.
Travellers with dwell time: business flyers mid-week, leisure and family travel around holidays.
Household decision-makers in an active buying mindset — the venue where content and intent sit closest.
Working professionals on repeat exposure cycles; B2B firmographic fields apply here as well as consumer ones.
Longer dwell, broader demographics, high content sensitivity — feed vetting matters more here than anywhere.
Social, evening-skewed audiences where sports and pop-culture feeds carry the room.
The domain database covers 102M domains at once. The real-time API classifies individual URLs — useful when a feed's articles vary more than its masthead. Both are planning and curation tools, not impression-level ad decisioning.
Target venue profile: 18_24/25_34, urban, fitness and nutrition interests. Each candidate feed is profiled by its source domain's database record.
| Attribute | Fitness & nutrition publisher | General news wire | Esports highlights feed |
|---|---|---|---|
| Interests | INT.healthy_living.fitness_and_exercise Fitness & ExerciseINT.healthy_living.nutrition Nutrition |
INT.news_politics News & Politics |
INT.video_gaming.esports eSports |
| Purchase intent | PI.sporting_goods.exercise_and_fitness_equipment Exercise & Fitness EquipmentPI.apps.health_and_fitness_apps Health & Fitness Apps |
— broad / mixed | PI.consumer_electronics.video_games_and_consoles Video Games & Consoles |
| Age bracket | 18_24 / 25_34 |
35_44 / 45_54 |
18_24 |
| Urbanicity | urban |
mixed |
urban |
| Confidence | high |
high |
medium |
| Venue-fit verdict | Anchor feed for the loop | Short headline slots only | Test in evening dayparts |
| Criterion | Editorial judgement alone | Venue surveys / panels | Coded audience matching |
|---|---|---|---|
| Repeatable across hundreds of venues | No — depends on the programmer | Only where panels exist | Yes — same codes everywhere |
| Covers long-tail content partners | Slowly | Rarely | Yes — 102M-domain coverage |
| Defensible to advertisers | Anecdotal | Yes, where fielded | Yes — documented codes + confidence bands |
| Cost per additional feed vetted | Staff time | High | Marginal — a database lookup |
| Captures venue nuance (dwell, daypart) | Yes | Yes | No — combine with ops knowledge |
These methods stack rather than compete: panels and editorial judgement define the venue profile; coded matching scales it across every feed and companion domain.
The living-room analogue: map streaming content to audience segments with the same vocabularies.
In-store screens plus offsite web: join both to shopper segments through PI.* codes.
Walk into a DOOH or omnichannel pitch with the prospect's audience landscape already mapped.
Plan venues and domains against 1,667 deterministic personas instead of raw attribute filters.
Why identifier-free audience data works the same on every browser and every screen.
The industry view for screen and ad networks packaging audiences across many properties.
Through the content and the plan, not the screen hardware. Most DOOH loops syndicate content from web publishers, and every publisher domain has a database record describing the audience its content attracts. Vetting a feed partner is therefore a domain lookup. Separately, omnichannel plans pair DOOH flights with open-web buys — the same coded segment definition filters the 102M-domain database into that companion list, so both channels target one audience description.
No, and we don't position it that way. This is planning and curation data: it informs which content feeds you schedule, which venues fit a campaign's audience rationale, and which web domains extend the flight. The real-time API classifies individual URLs on demand — useful for vetting specific articles before they enter a playlist — but neither product performs impression-level ad decisioning.
As precise as the vocabulary: 8 age brackets, 5-point gender skew, 6 income bands, 14 life stages, urbanicity, household composition and employment status on the demographic side; 285 sub-interests and 283 purchase-intent segments on the behavioural side; B2B firmographics for office and business venues. Every value is enumerated in the published taxonomy, and every attribute carries a low / medium / high confidence band.
List your content partners' source domains and look them up — the demo dashboard lets you try this interactively today. For production, the Top 100k database is $490 one-time and the Top 1M is $1,990 with instant download; vertical slices run $190–$490, and larger corpus licences are quoted via contact. Most networks join the file to their feed-partner list in an afternoon.
Profile your content partners in the demo, or license the database and score every feed and companion domain against your venue profiles.