"But the ad industry's agentic AI revolution is giving OOH the perfect chance to reinvent itself, according to Premesh Purayil, Chief Technology Officer at OUTFRONT Media. That desire for reinvention inspired the new initiative OUTFRONT announced Wednesday to create agentic AI tools for executing and measuring OOH campaigns. These tools will be built on API connections provided by MadConnect ( formerly known as MadTech) and cloud infrastructure provided by AWS."
"Remaking OOH with AI OUTFRONT's agentic AI is being designed to communicate with ad agencies' proprietary and whitelisted omnichannel buying platforms, Purayil said. The goal is to provide specialized tools to find appropriate OOH inventory based on a campaign prompt, as well as to execute automated buys and carry out mid- and post-flight measurement and optimization. This approach will allow OOH to be more easily activated and measured alongside digital-native channels like online display, social media and CTV."
OUTFRONT Media is developing agentic AI tools to modernize out-of-home (OOH) advertising sales and measurement. The tools will connect via MadConnect APIs and AWS cloud infrastructure. The platform will communicate with agencies' proprietary, whitelisted omnichannel buying systems to find appropriate OOH inventory from a campaign prompt, execute automated buys, and perform mid- and post-flight measurement and optimization. The initiative aims to make OOH activations and measurement compatible with digital-native channels such as display, social, and CTV. Historically OOH inventory and data have been effectively offline and handled by specialists, requiring negotiation and deep institutional knowledge.
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