Digital out of home (DOOH) advertising is one of the most exciting new frontiers for programmatic video advertising. It’s an interesting space on the sell-side, as in many respects it is disconnected from the rest of the media industry i.e. the one dominated by publishers, broadcasters and platforms. The DOOH market will also present programmatic advertisers with an array of new screen sizes, as well as some interesting new data and measurement challenges. Here Brian Golbere, who is GM for Emerging Technology at IPONWEB, explains how he thinks the space is likely to evolve.