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IAB guide pushes DOOH as core media-plan channel, not a siloed add-on

IAB is publishing a guide, Getting Digital Out-of-Home on the Media Plan, arguing DOOH deserves a consistent place in the omnichannel mix rather than siloed planning.

Why it matters. Marketers who integrate programmatic DOOH into existing workflows gain access to incremental reach that device-focused planning currently misses.

Signal from iab.com · read the original.

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