In this interview, Ivan Doruda, CEO of MGID, explains why the industry’s protective systems have backfired, how this has weakened the media ecosystem, and what advertisers can do to reverse the trend.

As commerce and retail initiatives take centre stage, PrOOH is uniquely placed to drive measurable outcomes – whether that’s influencing purchase intent, reinforcing key messages close to point of sale, or boosting ROI when paired with other channels.