“How is your network planning to address GDPR/CCPA?”
The OOH industry as a whole has done a great job to make sure we are GDPR/CCPA compliant by sticking to our base measurement data company, GeoPath. The data that is used within GeoPath is anonymous and never captures information down to the individual level. This also has a lot to do with our medium as a whole because DOOH is not focused on the same one-to-one interaction that Mobile and Online are. We are one-to-a-location-targeted audience. At Lamar Advertising, we do partner with other third-party data companies to trigger creative on our digital, for example, NOAA for weather. When measuring campaigns through data and attribution, we make sure our partners are GDPR/CCPA complaint before ever using in a campaign. I believe these actions allows for the Out-of-Home industry to be in the best position as these laws become effective.