How AI is used in OOH advertising and in retail media (EMARKETER)

by EMARKETER Editors and Christopher Wood. AI is addressing one of OOH's longstanding challenges: proving that physical ads drive measurable business outcomes. AI-powered attribution tools now measure foot traffic, retail lift, and conversions, giving OOH credibility among performance marketers, according to OAAA President and CEO Anna Bager in an October 2025 EMARKETER interview. […]