While new technologies and greater reliance on analytics have driven significant advancements in measurement across the advertising landscape, out of home (OOH) has always faced a unique set of challenges related to performance measurement. Print, TV and even digital have consistent and standardized approaches to measurement with metrics that are often integrated into the technology used for their distribution.
In OOH, however, there remains an infinite number of ways in which a consumer can potentially interact with an ad.
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