Further development needed
A whole range of data, like weather, travel information and ongoing sporting events are taken into consideration and based on those, the billboards will display other ads. It is even possible to show no ads at all if the data suggests it would be irrelevant to show any particular ad.
It is not the first time advertisers have used this type of technology to adjust ads on digital boards, but it is an important novelty that Google is now on board with a pilot program. Its Doubleclick technology is present all across the internet and pretty much every advertiser uses it.
Tim Collier, responsible for Doubleclick at Google, says there are a few things that need to be tweaked. “This test has highlighted a number of areas that are fundamentally different and which will require further development and integration before this becomes a market reality”, he told Business Insider.
