This concept was initially mentioned in this episode in case you want to check it out https://www.theoohinsider.com/669730/12327510-is-this-the-compromise-for-great-creative-episode-99-recap-of-wes-frick-of-wes-frick-design and for the episode I referenced about Brooke Ermogenis, it's this one here - https://www.theoohinsider.com/669730/12157378-the-programmatic-primer-101-episode-98-recap-of-brooke-ermogenis-founder-of-doohx-io
And if you're this far down the rabbit hole, you may appreciate going back and listening to this episode too about Edison Interactive and why I think they're the dark horse of DOOH and the lessons you may take for yourself https://www.theoohinsider.com/669730/11884569-is-edison-interactive-the-dark-horse-of-dooh-and-the-f-word
Check out all 4.5 years of OOH Insider content at https://www.theoohinsider.com/