As agencies scramble to react to the LiveRamp acquisition, our founder Craig warns agencies to avoid simply swapping one centralized dependency for another. Craig shared with Garett Sloane at AdAge that “RampID got dangerous because it became the ecosystem’s connective tissue and nobody felt they could walk away from it. Don’t fix that by swapping one landlord for another. The net takeaway is that agencies need to work across several providers and build their own data foundation underneath....

Los Angeles, CA (March 2, 2026) – While 59% of marketers plan to increase OOH budgets in 2026 – either moderately (+5% to +15%) or significantly (+15% or more) – most are still allocating less than 5% of total media budgets to the channel. That’s according to new research from OOH data and technology company Accretive, which surveyed 120 senior leaders at brands and agencies. The findings reveal that the channel’s path to growth is currently hindered by barriers such as limited quality and...

At Vistar Media, we team up with a variety of companies to help brands and marketers realize the possibilities of out-of-home (OOH) advertising. One of our strategic partners is Accretive , which leverages its programmatic expertise to execute data-driven, measurable digital out-of-home (DOOH) campaigns through our platform. To highlight this partnership, we recently connected with Craig Benner , Chief Executive Officer at Accretive. Continue reading to learn more about Accretive and how...