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2017: The Year Yield Optimization Comes of Age in Digital Out-of-Home

2017: The Year Yield Optimization Comes of Age in Digital Out-of-Home

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Barry Frey

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DPAA InSites
16 106 63

We are seeing the digitization of out-of-home advertising occurring at a feverish clip. This is fomenting wider and more precise use of targeting, addressability, location data, visual detection data, video display, interactivity and attribution, programmatic and more (see our December 15, 2016 column).  And this, of course, is leading to unprecedented double digit ad revenue growth projected for 2017. But possibly the single biggest development of 2017 -- and certainly one of the most exciting -- will be the use of location-based screens to take yield optimization to a whole new level.

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Barry Frey photo

Barry Frey

As President and CEO of DPAA, Mr. Frey oversees all operations driving awareness, value and revenue to this fast growing space.  DPAA provides industry leadership to networks, technology, content, location data, mobile and research companies. It fo… read more

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MediaVillage “Knowledge Exchange” is where leaders share intelligence, insights, stories and experiences in a trusted journalistic environment. Search “Knowledge Exchange” at MeetingPrep.com for free on-demand access to professional learning. Scroll down to visit each dedicated B2B library where the industry’s knowledge is archived. Follow our social network @MediaVillageCom

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