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OOH planning is moving away from static targeting models, toward a more behavioural understanding of audiences. Successful brands combine behavioural intelligence, contextual understanding and AI-powered decisioning to build a clearer picture of what consumers are likely to do next.

With open standards, OOH’s programmatic benefits would scale effortlessly into fully agentic workflows, where AI agents autonomously optimise across the entire campaign lifecycle.

Media leaders answer three questions about true value and social responsibility of the different advertising channels.

Google is also now required to ensure that publisher content is “properly attributed, using clear links, in AI-generated results”. The tech giant will have nine months to implement changes.

Welcome to The Brief, The Media Leader’s round-up of media news.

Two in five of us feel worn out by the sheer volume of news and try to avoid coverage at least part of the time. Even Trump seems fatiqued by it all.

Agile independent agencies have a natural advantage in pDOOH. Yet parts of the ecosystem are less accessible to the agencies that could drive greater use of the medium, MINT Square’s CEO writes. 

The report, first published at UK House during SXSW London, reveals 38% surplus year-on-year export growth, outpacing the UK services sector average.

Global Street Art CEO Lee Bofkin offers a peek inside his extraordinary archive and shares why he thinks artistry is undervalued in OOH.

The channel totalled £341.2m in the first quarter, driven largely by significant growth in digital out-of-home