Outdoor billboards now served by Google’s DoubleClick platform

November 2, 2015 at 12:06 PM

According to an article published yesterday in Business Insider, Google is testing DoubleClick ad delivery technology on outdoor digital billboards in London. Forbes wrote that this experiment builds on a 2013 project called “Google Outside” that Google and R/GA piloted to show billboards that adapt to people’s context throughout the day.

DoubleClick is the leading programmatic platform to serve digital banner ads.

This is yet another step in the integration (or assimilation) of offline and online media and extends Google’s advertising reach into digital OOH billboards.

The idea is that passers-by will see the most relevant ads for the time of day and location they are in. If the passing audience isn’t the right one to show an ad to, then the technology opts not to serve an ad.

Business Insider - A YouTube ad at Vauxhall roundabout, London.

Business Insider – A YouTube ad at Vauxhall roundabout, London.