According to the article above by the Economist, billboards now have the same data capabilities as online ads and crucially, "Such ads draw viewers’ attention from phones and cannot be skipped or blocked, unlike ads online."
Billboard owners are also making hay from the location data that are pouring off people’s smartphones. Information about their owners’ whereabouts and online browsing gets aggregated and anonymised by carriers and data vendors and sold to media owners. They then use these data to work out when different demographic groups—“business travellers”, say—walk by their ads. That knowledge is added to insights into traffic, weather and other external data to produce highly relevant ads. dooh providers can deliver ads for coffee when it is cold and fizzy drinks when it is warm. Billboards can be programmed to show ads for allergy medication when the air is full of pollen.
Such targeting works particularly well when it is accompanied by “programmatic” advertising methods, a term that describes the use of data to automate and improve ads.
Is this really true or just sensationalism typical of the Economist? What do yo think?