Google is bringing DoubleClick to billboard ads for the first time -- which could be huge for outdoor advertising

Google has begun testing extending its DoubleClick ad technology beyond desktop computers and mobile phones to billboards.
The company is trialing a method for premium billboard ads to bought programmatically — using DoubleClick’s automated processes, rather than having to manually place an order with an outdoor advertising company upfront — for the first time.
--
Google’s trial began earlier this month in London and will run until November. The ads are being served to premium digital screens in transport, roadside locations, and city centres across the UK.
--
The concept of programmatic out-of-home advertising isn’t brand new. A number of ad tech companies including Xaxis, Rubicon Project, and TubeMogul have recently launched programmatic out-of-home offerings.
http://www.businessinsider.com.au/google-brings-doubleclick-to-ooh-billboards-2015-10