Programmatic Pipes and Consolidation Make Out-of-Home One of Ad Tech's Hottest Categories
· 3h ago · Originally reported by ExchangeWire
Out-of-home advertising has become a magnet for strategic buyers as programmatic infrastructure and a fresh wave of consolidation transform the channel. Dealmakers and industry leaders point to the shift from traditional billboard buying toward digitally addressable, automated media as the reason investment is flowing outdoors.
Why it matters
OOH is turning into a data-driven, automated channel much like online advertising, which is reshaping where ad tech firms, investors and brands see growth opportunities.
Explain it like I’m new here
Billboards used to be rented with phone calls and paper contracts, but now they're bought online like social media ads, so companies are racing to grab a piece of the outdoor screen business.
Read the original at ExchangeWire
Terms in this story
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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