• by Wayne Friedman , Staff Writer, July 26, 2012

You think there is a lot of digital inventory now? Just wait. Factor in stuff digital cars and digital billboards -- and eyeglasses.

For example, a current TV spot for supermarket chain Tesco, shows a man getting out the subway and getting having his smartphone focus on a billboard of a digital supermarket. He snaps what he likes and by the time he gets home, his groceries are delivered.

And it doesn't stop there. Think about future digital eye glasses -- where you can see small icons in your view.

What does that mean? "Everything in real life can have inventory," says Ben Fox, executive vp of Adconion Media Group, in speaking at the OMMA RTB event.