The Problem With Programmatic Buying for OOH Media (OOHA Wilkins)
Programmatic media buying has worked best with highly standardized, virtually unlimited digital inventory with rich data. In contrast, OOH media is sold in a jumble of static and digital formats, with no real-time audience data. Wide differences in local market conditions mean that OOH is seldom bought in a single format or with an exclusive vendor, even for national campaigns. […]
Thu, Oct 12, 2017 at 12:31 AM