James Harrison, Chief Product Officer, BackLite Media and Viola Outdoor on programmatic DOOH.
The question: “Is the journey to programmatic digital out of home worth as much as the destination?” has been on my mind for years, and it came to the forefront when I had the opportunity to host a panel at the Campaign Breakfast Briefing: Out of Home 2025 event, interviewing four of the leading minds in the realm of programmatic digital out of home (PrDOOH).
Here in the UAE, the journey towards fully integrated, seamless programmatic OOH has undoubtedly started – though how far we’ve travelled remains open to debate. Will
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