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Phoenix666 [soylentnews.org] writes:

Google is testing its DoubleClick ad tech on a new type of screen [forbes.com] — the digital billboard or as the ad industry calls it, Digital Out-Of-Home Media.

The trial began in the UK in October and should run for a short while longer, according the Business Insider, which broke the news. The BI says Google doesn’t have plans to launch anything larger than this initial run, which is testing how premium billboard ads can be bought programmatically via DoubleClick.
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Google is well poised to dominate this sector thanks to DoubleClick’s wide use throughout the ad industry.

Grabbing a piece of the DOOH pie would also address — at least partially, at least in the minds of inquiring analysts and shareholders — how it is shoring its ad revenues up against ad blockers and digital fraud, both of which have been highlighted a great deal recently in media.

In some places billboards are shot full of holes.

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