The role of first-party data in DOOH: insights from IAB UK members (IAB UK)

Jacob Jankel, CTO at i-Media: "DOOH presents a unique set of challenges when it comes to activating first-party data. Integrations with SSPs and DSPs aren’t always straightforward, governance hurdles can arise without access to explicit consent, and interoperability with digital-first ecosystems can be complex — not to mention the ongoing challenges around measurability and performance. […]