What Is Programmatic Buying for Digital Billboards?

The world’s oldest advertising medium has reconfigured itself for the digital age. Zachary Crockett looks up.

• SOURCES:
  • Anna Bager, president and C.E.O. of the Out-of-Home Advertising Association of America.
  • Dan Levi, chief marketing officer at Clear Channel Outdoor.

• RESOURCES:
  • "Advertising Proves Resilient Amidst Economic Uncertainty," (Magna Global, 2025).
  • "Clear Channel Outdoor Holdings, Inc. Reports Results for the First Quarter of 2025," (Clear Channel Investor Relations, 2025).
  • "The Bigger, The Bolder: Outdoor Advertising," by Judy Gonyeau (Journal of Antiques and Collectibles, 2024).
  • "How Digital Billboards Target Passersby (Hint: It's Cellphone Data)," by Karen Duffin (NPR, 2020).
  • "The hottest advertising trend of 2018? Billboards." by Zachary Crockett (The Hustle, 2019).
  • "Model Legislation for Banning Billboards," (Scenic America).

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