JCDecaux's head of programmatic, Dom Kozak, joined ExchangeWire COO Lindsay Rowntree to discuss the importance of data to an effective OOH strategy.

In this voxpop, Dom discusses:

• Is strategic data use being overlooked in OOH? What 'flavours' of data can impact ad performance?

• How can the power of data be better understood in the context of OOH?

• How brands can use programmatic to really push boundaries of OOH advertising