What DooH it does

DooH it SAS is a French programmatic digital out-of-home (DOOH) media company founded in 2014 by Mikael Bes and integrated within Groupe La Poste. Its flagship asset is the DigiCab network — embedded tablet and rooftop screens installed in taxis and VTC fleets — which turns 15-to-50-minute urban rides into a captive, distraction-free advertising environment. Operations span France, Spain, Belgium and Tunisia, with DigiCab delivering more than 10 million face-audience impressions per month and over 950 driver-partners in France alone.

The company differentiates on a proprietary embedded AI stack co-developed with Probayes (Groupe La Poste's AI/data-science subsidiary, originating from INRIA/CNRS). The stack performs on-device computer vision (age, gender, glasses detection via 6-point facial analysis), anonymous eye-tracking-based attention measurement, and six-emotion impact analysis (reported 72% precision), without storing personal data and with full RGPD compliance. Audience qualification is layered with journey context (geolocation, time-of-day, fleet type) and external data signals (e.g., Flight Radar 24 at airports) to enable contextual ad-serving across four specialised fleets: premium/business, mass-market, medical conventional taxis and luxury grand remise.

DooH it monetises DigiCab through two parallel channels: direct DOOH sales to brand advertisers and agencies priced on a per-face-audience-impression basis with attention guarantees, and programmatic DOOH via integrations with Vistar, Hivestack (Perion), Broadsign, Displayce and DV360. Complementary monetisation streams include embarked sampling (L'Oréal, YSL, PUIG, Eckes Granini), editorial partnerships (The Daily Swile) and the new DigiTalk long-form interview format. Marquee clients include Mastercard, Visa, Google, L'Oréal/YSL, SNCF, Crédit Agricole, EssilorLuxottica, Danone, Air France and Porsche, with campaigns operated by Havas, WPP/Mindshare, Publicis and Dentsu.

Name

DooH it

Legal name

DooH It

Website

https://doohit.fr

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

DooH it is a French embedded DOOH media company operating the DigiCab taxi and VTC screen network across France, Spain, Belgium and Tunisia, using Probayes-co-developed on-device AI for anonymous audience qualification and certified attention measurement to serve premium brand advertisers and media agencies.

Ownership category

akta.pro rank

Product category

Digital Out-of-Home (DOOH) Advertising Media

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Digital Out-of-Home (DOOH) Screens & Networks (BPAFALAB)

Keywords

• Digital out-of-home advertising
• Programmatic DOOH media
• Taxi advertising network
• Audience attention measurement
• Contextual ad targeting

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Supply Chain, Personnel, Operations, Infrastructure

Revenue model

1. Direct DOOH media sales (CPM by face-audience impression): Core media revenue: brands/agencies buy campaigns on DigiCab inventory priced on a per-face-audience-impression basis, with guarantees on reach, attention and contextual targeting criteria (age, gender, geolocation, journey type).
2. Programmatic DOOH (pDOOH) inventory: Programmatic sales of DigiCab inventory through multiple SSPs/DSPs (Vistar, Perion Hivestack, Broadsign, Displayce, DV360) across France, Spain and Belgium, enabling real-time, self-serve, audience-targeted buying.
3. Embarked sampling & experiential activations: Monetised bundled offering combining video creative with physical product sampling and in-cab experiential activations (e.g., YSL/L'Oréal, PUIG) including logistics, drive-to-store and geofencing — quoted case study mentions ~500,000 impressions and 10,000 samples per campaign.
4. Editorial/content partnerships: Revenue from content co-distribution partnerships such as The Daily Swile (Swile), where editorial capsules are integrated into DigiCab loops and monetised as part of premium inventory.

Pricing tiers

Go-to-market motion5 records

Core offering

DooH it sells attention-based digital out-of-home (DOOH) advertising inventory through its flagship DigiCab network of embedded screens installed in taxis and VTC vehicles across France, Spain, Belgium and Tunisia. Campaigns are priced on a CPM per face-audience impression, activated either directly with brand advertisers/media agencies or programmatically via Hivestack, Broadsign, Vistar, Displayce and DV360, and are qualified by on-device Probayes AI for audience profile (age, gender, glasses), eye-tracking attention measurement and 6-emotion impact analysis in a RGPD-compliant manner.

Product overview

DooH it is a French programmatic DOOH (pDOOH) media company built around a single core product — the DigiCab taxi-screen network — extended with complementary formats and modules. The core asset is DigiCab (taxi cabins + rooftops), augmented by the DigiTalk long-form interview format, the DigiBag delivery-bike bag surface, and an analytics module for emotional impact measurement. All of these run on DooH it's embedded AI stack (built with Probayes / Groupe La Poste), which performs on-device computer vision and contextual scoring to qualify audiences before serving contextually relevant ads. Inventory is monetized both directly and programmatically via integrations with major DOOH SSPs (Hivestack, Broadsign, Vistar, Displayce) and DSPs (Google DV360), and is positioned as a RGPD-compliant, CNIL-validated AI advertising product aligned with the future European IA Act.

Differentiator

Problem solved

Functional benefit

Brands

• DigiCab: Embedded digital-out-of-home media installed on board taxis and VTC, the company's flagship advertising product offering AI-based contextual targeting and certified attention measurement.
• DigiBag

Products and services

• DigiCab Embedded DOOH network installed inside taxis and VTC fleets across France, Spain, Belgium and Tunisia, used by brand advertisers and media agencies to deliver contextually targeted video ads to a captive audience with certifiable attention measurement.
• DigiTalk Long-form (3-5 minute) interview-style content format broadcast on DigiCab screens, monetized through sponsored introductions by brands; positioned as a complement to the standard 10-15 second spot inventory.
• DigiBag DOOH advertising surface mounted on delivery-bike courier bags in Paris, extending DooH it's reach beyond taxis into the last-mile delivery audience, with programmatic activation via a companion DSP.
• Emotional impact measurement Webcam-based facial analysis module that reports spontaneous attention, dwell time, happiness score and gender per impression, surfaced through an advertiser dashboard.
• Sampling reinvented in taxis Digitally distributed sampling integrated into taxi journeys, allowing brands to send product samples directly to a passenger's address after a qualifying DigiCab ride.

Quantifiable outcome

• +92 seconds of active attention measured per contact
• +9 more outcomes

Named customers28 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability8 records

Feature8 records

Partnerships

21 partnerships are on record, tiered flagship / core technology partner, core programmatic partner, supporting data partner, major content partner, supporting infrastructure partner, minor web-agency partner, major media agency partner, mid media agency partner, supporting advertisers in sampling format, flagship institutional partner, featured guest on editorial content and event-driven partner.

• Probayes (Groupe La Poste)flagship / core technology partnerStrategic or Co-development PartnerProbayes is the AI and data-science branch of Groupe La Poste, born from INRIA and CNRS research, and since 2016 a subsidiary of La Poste. DooH it co-developed its embedded AI stack with Probayes — the same stack that powers DigiCab's anonymous audience qualification, eye-tracking attention measurement, and 6-emotion analysis. Probayes provides technological sovereignty, ethical rigour, and full alignment with RGPD and the European AI Act. The relationship is reciprocal: DooH it provides the deployment surface, Probayes provides the AI IP and infrastructure.
• Vistar Mediacore programmatic partnerTechnology or IntegrationVistar is a global leader in DOOH SSP technology, 'combining data and technology, connecting buyers and sellers, with full transparency'. DooH it's DigiCab inventory is available on Vistar, enabling pDOOH buying on DV360 and other DSPs; together with Vistar, DooH it ran the Belles Demeures premium real-estate campaign.
• Perion Hivestackcore programmatic partnerTechnology or IntegrationPerion Hivestack is described as 'the first versatile programmatic digital out-of-home advertising platform, offering a smarter, more targeted, measurable and efficient way to reach targeted audiences out-of-home'. DigiCab inventory is listed on Hivestack for France and Spain.
• Broadsigncore programmatic partnerTechnology or IntegrationBroadsign is a DOOH adtech software company whose mission is to facilitate the purchase, sale and execution of out-of-home media. DooH it has integrated Broadsign Reach for its DigiCab inventory in France, giving media buyers access to DigiCab campaigns through the Broadsign SSP.
• Displaycecore programmatic partnerTechnology or IntegrationDisplayce is 'the first technology platform designed to optimise the purchase, impact and quality of DOOH campaigns'. DigiCab inventory is available on Displayce, particularly in Belgium, alongside Hivestack, Hawk, Outmoove and S+A.
• Google Display & Video 360 (DV360)core programmatic partnerTechnology or IntegrationDV360 is Google's flagship DSP. DooH it's pDOOH inventory (via Vistar and other SSPs) is available on DV360 — e.g., the Belles Demeures campaign was explicitly activated via Vistar SSP + DV360 DSP.
• Flight Radar 24 (API)supporting data partnerTechnology or IntegrationDooH it uses a connected API (e.g., Flight Radar 24) to target travellers in real time at airports and train stations based on actual flight times, destinations and routes. Enables journey-contextual ad serving for travel retail and tourism campaigns (e.g., PUIG, evian).
• Swile (The Daily Swile)major content partnerStrategic or Co-development PartnerEditorial content partnership: The Daily Swile, the media of Swile, broadcasts short editorial capsules (≈45 sec) on the DigiCab Affaires fleet and on business-targeted routes (gares, aéroports, quartiers d'affaires). Capsules cover work/society/culture topics for 25–55 yo professionals. Activation began 12 June 2025. Result: 1 min 32 sec average attention per contact exposed.
• OVHsupporting infrastructure partnerTechnology or IntegrationOVH (RCS Lille Métropole 424 761 419) hosts the DooH it websites doohit.fr/com/es/be. Provides web hosting and infrastructure aligned with the company's RGPD and EU data-residency posture.
• Pixel Tribuminor web-agency partnerImplementation/ SI/ Consulting PartnerPixel Tribu is credited as the agency that designed and built the DooH it / DigiCab corporate websites.
• Havas Media / Havas Media Francemajor media agency partnerGTM or Marketing PartnerHavas Media plans and buys DigiCab campaigns for major brands — notably Crédit Agricole (Banque des Ressources Humaines), SNCF TGV INOUI (Business Première / Carte Liberté) and SNCF Transilien (#CPASLOINENTRAIN). Havas also publicly endorses DooH it as an innovative DOOH partner in the homepage quote.
• Dentsumajor media agency partnerGTM or Marketing PartnerDentsu is referenced as the media agency that bought the Mastercard premium campaign and the Qonto × Regate Congress of Chartered Accountants activation. A Dentsu France president (Pierre Calmard) is also a guest on the DigiTalk editorial series.
• Mindshare (WPP) / WPP Mediamajor media agency partnerGTM or Marketing PartnerMindshare (part of WPP / WPP Media) operates DigiCab campaigns for clients such as EssilorLuxottica Transitions (Paris Fashion Week) and Danone Waters (Badoit Rouge, evian). WPP Media is a major recurring media-agency partner across campaigns.
• Publicis Mediamajor media agency partnerGTM or Marketing PartnerPublicis Media operates the YSL Beauté (L'Oréal Luxe) campaign for Libre L'Eau Nue on DigiCab, including the embarked sampling activation (5,000 samples) and the pDOOH + drive-to-Sephora measurement (94% memorisation, +8.9% uplift).
• Hearts & Sciencemid media agency partnerGTM or Marketing PartnerHearts & Science operates the XTB financial-education campaign on DigiCab premium fleet (250 screens, 1.81M contacts, 96% memorisation, 87% intent).
• Regatemid media agency partnerGTM or Marketing PartnerRegate co-runs the Qonto × Regate Congress of Chartered Accountants 2025 activation in Lyon (195 screens + 5 privatised taxis).
• Makuitymid media agency partnerGTM or Marketing PartnerMakuity is the media agency that operated the ANSM public-health prevention campaign on DigiCab (insomnia/anxiety, 353 screens, 93.9 sec attention).
• Eckes Granini, PUIG (sampling advertisers)supporting advertisers in sampling formatOEM/ Whitelabel/ Licensing PartnerBrands such as L'Oréal, Eckes Granini and PUIG are cited as adopters of DooH it's embarked sampling device, combining video creative with physical product distribution inside taxis/VTC.
• French Government — Direction Générale des Entreprises (DGE) / Ministère chargé de l'IA et du Numériqueflagship institutional partnerStrategic or Co-development PartnerDo oH it is officially named Ambassadeur IA by the French Government in the national Ambassadeurs IA programme (Nov 2025). The status commits DooH it to share methodologies, accelerate responsible AI in advertising, and reinforce technological sovereignty; in exchange DooH it is publicly endorsed by the Ministry. The DigiTalk series featured Clara Chappaz, Secrétaire d'État chargée de l'IA et du Numérique.
• Clara Chappaz (Secrétaire d'État IA & Numérique)featured guest on editorial contentGTM or Marketing PartnerGuest of the DigiTalk in-taxi interview series; appears in a launch episode covering French AI sovereignty, regulation and the country's position in the global AI race.
• Brussels Motor Show (event)event-driven partnerGTM or Marketing PartnerDooH it launched a dedicated automotive offer in conjunction with the 100th Brussels Motor Show (14–23 January 2023), mass-deploying in Brussels for automotive advertisers.

Scale indicators11 records

Recent moves9 records

Expansion highlights7 records

Direct peers

• Broadsign: DOOH adtech platform providing SSP (Broadsign Reach) and CMS software to media owners. Comparable to DooH it because DooH it's DigiCab inventory is sold programmatically via Broadsign Reach, and both companies target the same media-owner/professional-buyer audience with audience-aware DOOH buying tools.
• Vistar Media: Leading global DOOH SSP and programmatic platform. Vistar is one of DooH it's distribution partners (DigiCab inventory is activated via Vistar) and a direct comparable as a pDOOH infrastructure layer serving media buyers on DV360 and other DSPs — both companies sit in the intersection of DOOH media and programmatic buying.
• Displayce: European pDOOH demand-side platform focused on DOOH campaign optimisation and quality. Comparable to DooH it as a fellow European pDOOH player, with DooH it having integrated DigiCab inventory into Displayce (notably for Belgium), making them partners in the same pDOOH supply/demand stack.
• Hivestack (Perion Network): Programmatic DOOH (pDOOH) SSP, now part of Perion Network, supplying automated buying for digital out-of-home inventory. Directly comparable to DooH it as a pDOOH infrastructure peer; DooH it has integrated DigiCab into Hivestack's marketplace for France and Spain.

Emerging players

• Moving Walls: DOOH advertising technology company providing a planning, buying and measurement platform for out-of-home media owners and agencies. Comparable to DooH it as a data-driven DOOH measurement and programmatic platform, though more focused on Southeast Asia and broader OOH rather than the European taxi-niche.
• AdMobilize: AI-powered DOOH audience analytics company offering computer-vision-based audience measurement (age, gender, attention, emotion) for digital screens. Directly comparable to DooH it's embedded-AI proposition (Probayes-powered on-device audience qualification, attention and emotion analysis) and a potential competitor in the AI-DOOH stack layer.
• Lyft Media: Lyft's advertising arm monetising in-car screens, rooftop displays and Lyft app surfaces. Comparable to DooH it as a rideshare-embedded DOOH operator selling attention to premium audiences during urban journeys, although with a North American (rather than European) geographic focus.
• Uber Advertising: Uber's in-car (Uber Ride) and rooftop advertising business, which monetises captive ride-hailing audiences via tablet screens similar to DooH it's DigiCab. Comparable as a taxi/VTC-embedded DOOH operator with massive fleet scale, but vertically integrated into Uber's own platform rather than multi-fleet.

Broad incumbents

• Clear Channel Outdoor: Global outdoor and DOOH media operator with airport, roadside and transit-adjacent digital panels. Comparable to DooH it as a broad-based DOOH seller to brand advertisers and agencies, but with a much wider format portfolio and lacking DooH it's taxi-cabin AI-targeting and attention-measurement proposition.
• JCDecaux: World's largest outdoor advertising company, operating street furniture, transport and digital out-of-home (DOOH) networks across major European cities. Comparable to DooH it as a premium DOOH media operator, but at vastly greater scale and with diversified formats (bus shelters, airports, metros) rather than a specialised taxi/VTC focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCxx8nefIoZ93muTcnAqFiBg
• LinkedInlinkedin.com/company/dooh-it-digital
• Xx.com/_dooh_it

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about DooH it