Insights delivering value for the OOH industry and those exploring opportunities for the brands they serve

Browsing the "Innovation" Category


Gary Greenstein | October 28th, 2020

For years, the OOH industry has been challenged by brand marketers across multiple verticals to become more accountable via enhanced measurement and attribution capabilities and to transact in a more streamlined way.  In response, our industry

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How the Decline of Tracking Will Spur the Rise of OOH

Ari Buchalter | September 8th, 2020

In a recent AdExchanger article entitled “How The Death Of Digital IDs Will Reshape The Marketing Mix” I wrote that “the impending demise of the cookie, IDFA, and likely all 1-to-1 identifiers will rewrite the rules

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Bringing the Lessons of Programmatic to OOH

Ari Buchalter | November 4th, 2019

Programmatic OOH is becoming a reality. After more than a half-decade of hype and promise, we’re now starting to see both traditional buyers of OOH media, as well as programmatic native agencies and trading desks, devote

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OpenRTB is Coming to Out of Home. Now What?

Michael Provenzano | September 12th, 2019

We need to proceed with purpose to protect the unique nature of OOH. When the Interactive Advertising Bureau (IAB) Tech Lab released the newest version of the standards that define programmatic transactions, known as the OpenRTB

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