Standard digital dashboards tell you where the click happened, but they miss where the purchase was born. Fortunately, returning to an older medium with a modern twist can help fill this critical measurement gap.


On this episode of the Performance Marketing Unlocked podcast, Charmaine Tavassoly Moss, Programmatic Business Development Manager, UK, Bauer Media Outdoor, explains how programmatic digital-out-of-home (DOOH) and marketing mix modelling (MMM) are working together to fix your attribution crisis.


This podcast was hosted by PMW's Deputy Editor, Joseph Arthur.


~ Episode breakdown ~


(2:32) Why is OOH making a comeback?

(12:35) How can we ensure pDOOH is incremental?

(17:39) Overrated/underrated


~ Further reading ~


‘A refreshingly upbeat set of numbers to see’: Industry thoughts on latest AA/WARC report


AA/WARC: UK adspend grows 9.3% to open 2026


IPA Bellwether: ‘We must move beyond isolated channel performance’

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