IAB Australia says programmatic DOOH is “entering a new phase of scrutiny” (AdNews)

Gai Le Roy, CEO of IAB Australia, said "The conversation has moved from 'explain it to me' to 'prove it to me'.” “Agencies have largely settled what programmatic out-of-home is and where it fits. What they want now is evidence of what it returns, how the tech is adding value, and how it works effectively alongside other digital inventory. […]