JCDecaux launches programmatic digital advertising at Dubai airport

JCDecaux Middle East announced today the launch of JCDecaux Play+, introducing programmatic digital out-of-home (pDOOH) advertising capabilities across Dubai International Airport (DXB). According to the company's announcement, the implementation includes 378 premium digital screens positioned throughout DXB's departures and arrivals areas.

The deployment marks a significant expansion of JCDecaux's programmatic offerings, building on the company's experience implementing pDOOH solutions across 24 countries. The system commenced operations in February 2025, integrating dynamic purchasing capabilities with real-time campaign adjustments.

According to the technical specifications provided by JCDecaux Middle East, the digital screen network spans multiple zones within the airport, including shopping corridors, boarding gates, baggage reclaim areas, and VIP lounges in Terminals 1 and 3. The implementation enables advertisers to access comprehensive audience metrics and performance data.

The technical infrastructure supports dynamic content delivery, allowing advertisers to modify campaigns based on real-time performance indicators. JCDecaux's platform integrates with existing demand-side platforms (DSPs), though the company also offers managed services for advertisers without DSP access.

Dom Kozak, who serves as Director of Programmatic at JCDecaux Dubai, leads the technical implementation. Kozak brings relevant experience from launching JCDecaux's first programmatic OOH offering in the United Kingdom in 2018, according to company materials.

The system's architecture encompasses several key technical components. The platform processes audience metrics to enable targeted advertising delivery. Campaign management tools facilitate real-time adjustments based on performance data. The infrastructure supports dynamic purchasing mechanisms, allowing advertisers to modify their media placements as needed.

JCDecaux's implementation at Dubai International Airport represents a substantial digital advertising footprint within one of the world's busiest international travel hubs. The 378 screens provide coverage across multiple passenger touchpoints, from arrival to departure.

For campaign execution, advertisers must submit detailed briefs including campaign dates, objectives, targeting criteria, and DSP budgets. The platform's targeting capabilities leverage data insights specific to the airport environment to optimize campaign delivery and measurement.

The technical framework emphasizes three core functionalities: campaign flexibility through dynamic purchasing and real-time adjustments, data-driven optimization leveraging audience metrics, and comprehensive coverage across premium airport locations.

This implementation adds Dubai International Airport to JCDecaux's growing network of programmatic digital out-of-home advertising installations. The company continues to expand its digital capabilities across the GCC region, with Dubai serving as the launching point for this technical infrastructure.

The deployment represents a significant technical undertaking, integrating hundreds of digital displays into a cohesive programmatic advertising platform. The system architecture supports both direct platform access through DSPs and managed service options, providing multiple technical paths for campaign execution.

For media buyers and advertisers, the platform introduction establishes new technical capabilities for digital out-of-home advertising within Dubai International Airport's high-traffic environment. The implementation enables data-driven campaign optimization while maintaining the core benefits of traditional airport advertising placement.

The technical infrastructure remains under the direction of JCDecaux's Dubai office, with support for campaign execution across the integrated digital display network. This marks a substantial expansion of programmatic capabilities within the Middle Eastern advertising technology landscape.