Transcription can happen on both strands of DNA. If we are talking about bacterial(E. coli), transcription, there some proteins called sigma factors that are going to indicate which strand to be transcribed. It mostly depends on the sigma factors and there are many of them in prokaryotes each owning a specificity.
In eukaryotic transcription, however, we have a different arrays of complex processes. As you may know, we have sequences on the DNA that are highly conserved in all organisms. These are consensus sequences or TATA boxes, which refers to the nucleotide bases that are most common in those regions. We do not need the TATA box, in fact, we mostly need them in highly transcribed genes. Nevertheless, they define where the transcription will occur.