Advertising displayed on digital screens in public spaces (billboards, transit, retail) that can be targeted and measured using location and mobility data.
Unlike static billboards, DOOH screens can rotate creative by time of day or trigger based on real-world conditions, and critically for measurement the audience that passed a given screen can be estimated from mobility data and then matched against later store visits to calculate lift.
Further reading: DOOH advertising explained · Programmatic OOH
