“How much has location data impacted the ability for DOOH to drive more targeted, measurable results for advertisers?”
Location data has clearly impacted the ability to allow DOOH to drive more targeted, measurable results. Having results of who (specifically a device) is passing by our ads gives advertisers rich information about the audience we are reaching. By knowing the who, we can measure the exposure and hopefully see an increase in purchase behavior, web traffic, foot traffic, etc. Without location data, the ads would still garner impressions, but we won’t know if they are targeted, relevant, or on strategy.