Programmatic OOH moves into the mainstream but standardisation and measurement are a major challenge: Alice Beecroft, Yahoo (New Digital Age)

Alice Beecroft, Senior Director, Global Strategy & Partnerships, Yahoo Advertising. Standardisation remains a major challenge for the advertising industry, and OOH, particularly DOOH, is no exception. The strength in digitalising channels like OOH remains in its measurement potential, DCO and programmatic targeting. […]