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Can Google conquer programmatic outdoor advertising? We ask the experts - Econsultancy
Last week came the news from WirtschaftsWoche that Google intends to make a foray into out-of-home (OOH) advertising in Germany. Whilst programmatic OOH is nothing new (the automated buying of digital outdoor space) and allows advertisers to change their messaging according to variables such as time, date, weather and sports results, Google’s trump card is the personal data it has access to, partly through the Android smartphone operating system. As Bloomberg put it, “Google may be about to pair all that data it has on users’ web browsing with the ads displayed on public billboards.” The article goes further, suggesting “it could mean that, when a train full of Borussia Dortmund fans arrives at Munich’s main station ahead of the Bayern Munich fixture, the advertising hoarding changes to show soccer cleats or beer, while on a Monday morning at rush hour it displays BMW ads for well-to-do commuters.”
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