Not Staying in 'Place'

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Place-based digital networks have typically been considered “out-of-home” media, and early adoption of the category has been led by out-of-home planning and buying agencies.

As a result, most networks have built their audience metrics and their rate cards around the out-of-home planning model, which relies on traffic as its primary surrogate for audience.
This worked just fine for a while, until a number of digital place-based networks became legitimate mass media, and deserved to be considered in a media plan that was
television-driven.

Some

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