CEO of Sage+Archer explains the barriers to true automation of billboard advertising (New Digital Age)

By Diederick Ubels, Co-founder and CEO of Sage+Archer. Often, players in the industry will claim to deliver programmatic advertising but, while they do to an extent, most of them are failing to provide what we call ‘real programmatic’. Real programmatic requires an infrastructure that enables any buyer to start buying digital out-of-home in real-time. […]