Out-of-Home Ads Shift From Exposure to Impressions-Based Measurements

In general, traditional out-of-home ad performance has never tried to compete directly with internet advertising directly–until now. The Out of Home Advertising Association of America (OAAA) is updating its guidelines to recommend shifting to an impressions-based measurement system. The goal is to provide forecast and “reconciled-as-delivered” daily impressions, versus the customary method of relying on…
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