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ISSUE 51 : OOH Predictions 2020

Predictions 2020: Digital Out-of-Home (DOOH)

by Mathew BroughtonAs the decade draws to a close, ExchangeWire has invited thought leaders from across the industry to share their predictions and insight into what 2020 will hold for the ad tech and martech industries. Under the spotlight today is digital out-of-home, with experts debating how the sector can sustain growth; OOH technological integration; and ongoing challenges for the medium.Driving DCO for DOOH Last year, I suggested that technical interoperability and creative optimisation would shape DOOH in 2019. On my first point, there have indeed been some important advances across adtech, inventory management, transactional exchanges, data management, and reporting. It started with wide-scale industry collaboration and the production of the Digital OOH …