India: Roadstar’s OOH currency ambition hinges on GroupM, Omnicom buy-in (Exchange4media)

Kanchan Srivastava: Roadstar’s bid to become India’s unified out-of-home advertising currency may now be entering its most decisive phase. Nearly three years after the Indian Outdoor Advertising Association (IOAA) launched the audience-measurement platform, the question is no longer only whether Roadstar works. […]