Xaxis is shifting from simply using data to identify and target people to finding the right messages to target them with.

The migration of viewers from linear TV to online video has some obvious advertising casualties, but there also is one less-than-obvious beneficiary: digital out-of-home advertising, especially place-based video networks. What's the connection? To find out in detail, stop by Needham & Co. Managing Director Laura Martin's session at the upcoming DPAA summit in New York on Oct. 15, but in a preview interview late last week, Martin gave me the heads up to share with you.

The programmatic digital ad marketplace appears to be stable amid signs of a potential economic downturn, but its expansion appears to be decelerating, according to monthly ad budget sentiment tracking by Wall Street equities firm Pivotal Research Group. Analyzing the net difference among ad execs accelerating vs. those decelerating their ad budgets on The Trade Desk, the dominant supply-side programmatic media-buying platform (see market share responses below) and a publicly traded one, Pivotal's tracking shows the net accelerating has eroded from 38% in May to 27% in August.

It might be a good time for people in the business to actually go out and experience firsthand what their "end users" experience when they're standing inside a store and actually interacting with a brand at retail.