There’s no question that digital advertising technology such as Programmatic DOOH (pDOOH) has played an integral role in the evolution of OOH advertising. It showed just how seamless yet strategic and scalable programmatic DOOH can be. And resources like the Programmatic DOOH Buyer’s Guide featured on the IAB Australia site are there to speed things up. What excites me today is how programmatic DOOH has turned out-of-home into a medium that’s data-driven, dynamic and flexible. They’ll be the ones cutting through the noise with messages delivered at the right place and the right time.