Bringing programmatic buying to out-of-home

The process of digital out-of-home (OOH) ad buying has been turned on its head. It used to be that “programmatic” meant one bid request equaled one ad, which equaled one impression. Now, as digital OOH has gone programmatic, that one bid request for that one ad to a mass scale medium could equal hundreds of impressions.
Wade Rifkin, the senior vice president of programmatic for Clear Channel Outdoor Americas, announced last year that his company launched the nation’s first prog