Programmatic buys for outdoor displays face technical hurdles

Digital billboards and out-of-home advertising are lagging in programmatic ad buying, according to the Outdoor Advertising Association of America. It's difficult to track audiences who are on foot in a manner similar to those online, and lags in the technology make it difficult to optimize messages quickly. Patrick Bonomo, chief operating officer of WPP's Spafax Networks, estimates that programmatic buys represent only 4% of the total, less than half of WPP's goal.

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