“What effects do you see from players like Google and Adobe entering the digital signage arena?”
We see Tech, Targets and Talent improved further in this evolving Programmatic DOOH ecosystem. Plenty of “traditional digital” Tech companies have looked to expand into DOOH leveraging their success in display, mobile, and video media channels. Having Google’s sell-side and buy-side services plus Adobe’s buy-side services ultimate means more transaction volume. This should motivate more DOOH Publishers and Buyers to get up to speed quickly on training their teams on Private & Open deals and improve their tech stacks with better audience targeting capabilities. Overall, this is an expected and great sign for the continued advancement of Programmatic DOOH.