Measuring the impact of out-of-home ads was historically limited to estimating how many people passed by a billboard, sign, or screen.
Programmatic digital out-of-home (DOOH) changed that.
Modern campaigns can now track outcomes across the funnel, from modeled impressions and brand lift to foot traffic, web conversions, and sales.
This guide covers the full DOOH measurement stack, including:
What each DOOH metrics captures
How the underlying methodology works
What to ask when evaluating a platform's measurement capabilities
DOOH FAQs
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