The document discusses programmatic digital out-of-home (DOOH) advertising. It describes how OMD Turkey ran a targeted and automated campaign for HP using proximity marketing data and programmatic DOOH. The campaign ran niche creatives for travel enthusiasts and students in specific malls over Christmas using real-time audience data from mobile devices. This enabled efficient multi-channel targeting across DOOH and digital formats from a single programmatic buying platform. The campaign was successful, winning an IAB MIXX award in Turkey for HP Sprocket.