Accretive Founder and CEO Craig Benner joined the AdTechGod Pod (Episode 138) to break down the OOH measurement gap, why brands like Apple, Meta, and Netflix are over-indexing on out-of-home while the rest of the market sits at three percent, and how the proof era of DOOH is finally closing the 50-year faith-based-buying era. The conversation covers the origin of Accretive (a planned year-long sabbatical that lasted three weeks), the early Ticketmaster campaign that proved the measurement...

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...