DOOH for Digital Out Of Home includes all digital advertising devices found outside or in public spaces. Airports have been leading the way for a few years now and have been overtaken by an entire ecosystem that has revolutionised the sector. The traditional and digital display parks are distinct and a marketing plan worthy of the name can no longer do without these media. The revolution has also arrived in the purchasing phase with the development of programmatic advertising which, in a nutshell, makes it possible to purchase and operate campaigns in a more efficient and, above all, more targeted manner. What exactly is the extent of this? Is traditional advertising doomed to disappear? What is the real weight of this market located at the intersection of digital and traditional media? We will answer all these questions and many more during our round table.