Digital Out-Of-Home on the Programmatic Track

Feb 16, 2017 |

Billboards are lighting up with the promise of programmatic. While sellers can estimate foot traffic near a certain board, it’s impossible to know exactly how many people will actually look at the board while an ad is running. The DPAA and Prohaska Consulting are developing standards that build on the IAB’s OpenRTB 2.4 protocol to help OOH media sellers value their programmatic inventory against digital buys.

 

 

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