IAB Australia says agencies are shifting from trial to regular use of programmatic DOOH (AdNews)

Australian agencies are increasingly integrating programmatic digital out of home (pDOOH) into campaign planning, shifting from trial to regular use, according to the IAB Attitudes to Programmatic Digital-Out-of-Home report. Understanding of pDOOH has improved since 2024, but 36% of agencies say a lack of clarity, particularly around cost versus benefit, is limiting investment. […]