The technology can help assuage fraud concerns.
This article argues that digital outdoor advertising can truly deliver its full potential with programmatic by enabling advertisers to trade campaigns via real-time bidding (RTB). Creatives can be then launched at selected sites remotely following a successful bid.
Programmatic can drive more efficient and cost-effective campaigns with flexible solutions. This piece states that it can also allow advertisers to deliver dynamic creative and content to different audiences in different locations at different times of the day.
The author contends that audiences react differently to a particular campaign depending on timing and context. Advertisers can use programmatic to customise digital Out of the Home (OOH) to work on live data triggers to display ads that are relevant at that particular time.
[5 minute read]