For the most part, your DOOH inventory is priced on a fixed standard you can calculate based on the equipment, content etc. However, the pricing starts to vary when it comes to location. That is the main difference between the CPM impression model used in digital online advertising and the DOOH pricing model.
The latter greatly escalates if the location where it’s displayed has a higher or lower amount of exposure. It is much like renting an apartment in the center of the city vs. one that’s on its outskirts. Meanwhile, when it comes to online advertising, the pricing is more fixed as the unpredictability of location doesn’t come into play as much.