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Something that we're focusing a lot on when planning out-of-home

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is moving beyond the traditional way of buying out-of-home, where you

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preconceived the idea of where you want to serve.

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We've just onboarded a new telco client, specifically looking at

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their eSIM product. But what the client was most interested in was

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overlaying the out-of-home element on top of that.

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Audience Reach Percentage is The Trade Desk out-of-home

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solution, whereby you plug in a specific audience of

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people that you want to target. It'll measure the

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volume of uplift of people that fit that audience profile at

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a specific screen within a specific radius.

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ARP solution is more a bit of a blank canvas within that geo from a

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location standpoint. Users that fit that behavioral

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demographic, you want to be targeting them within that period.

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It's a very powerful solution, and we absolutely love it.