We've been telling you for years that "Measurement" to advertisers is NOT what "Measurement" means to The Big I "Industry" and if you want to win more dollars, it'd be a good strategy to lean into what buyers want vs what the echo chamber thinks you need.
How DOOH publishers can offer added value that actually adds value to win more dollars: https://www.theoohinsider.com/erictilbury-rtb/