Getting with the program: Programmatic trading and Out of Home

This article examines the effect that programmatic buying, predominantly used for online formats, could have on selling outdoor media.

Getting with the program: Programmatic trading and Out of Home

Until very recently, the only way to hire a car was to visit the office of a rental agency. The time and hassle involved in this process encouraged consumers to use rentals mostly for extended trips or when traveling far from home. On-demand car sharing services like Zipcar, City Car Club, Autolib', and Stadtmobile streamlined the rental process by shifting much of its administration online. To rent a vehicle, car sharing users simply locate the car that they have reserved and let themselves in using a mobile phone or smartcard....

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