OOH has different challenges when it comes to privacy as it is a one-to-many medium
With 30% of revenues in the Out-of-Home (OOH) space now coming from digital screens in various forms, it needs standards that are broadly accepted across the industry. This article cites Ari Buchalter, Senior VP at Broadsign, a cloud-based digital signage software saying that theoretically all kinds of digital ads can be programmatically transacted.
Standardisation will make it easier for marketers to buy, execute, measure and finally attribute digital OOH advertisements. It will also help keep a check on any potential ad frauds data privacy and ad frauds.
He is further quoted as saying that a broadly-accepted standard will allow advertisers to track data transparently. To overcome the challenges privacy poses in digital OOH, marketers should keep data for the shortest amount of time, among other measures.
[6 minute read]