(Article in progress) If you mention the "Metaverse" in a boardroom of traditional OOH executives today, you usually get one of two reactions: an eye roll or a blank stare. The consensus is that our business is "real" screens in the "real" world, and virtual worlds are for gamers. If that skepticism feels familiar, it’s because we have been here before. Remember 2015? The old guard insisted that "Programmatic" was a fad. They argued it was a "race to the bottom" for remnant i

Table of Contents Introduction The Structural Gap Between DCO and RTGC 2.1 Why DCO Never Became Real-Time Creative 2.2 How Research in Music and Generative Systems Informs RTGC Why OOH Needed RTGC 3.1 AI-Accelerated Creative Workflows (Pre-Delivery Systems) 3.2 Early RTGC Examples (Impression-Time Systems) 3.3 Industry Signals Inside OOH 3.4 Authenticity, Memory, and RTGC 3.5 Attention and Measurement Trends 3.6 Programmatic Stack as the Natural Home for RTGC 3.7 Adaptive Env

We need to talk about data. In Out-of-Home (OOH) advertising, the word  “data”  gets tossed around like confetti at a piñata party—every vendor claims to have it, every platform insists they use it, and every pitch deck is drowning in it. But let’s be honest: much of what’s labeled as “data” is really just  impressions dressed up in a dashboard . This article began with a wake-up call—and a necessary dose of humility. I used to assume that everyone in the OOH industry underst