Digital Out of Home is having a moment. It now accounts for the majority of OOH spend, it’s programmatic, data-driven, and increasingly positioned as a serious player in the performance marketing mix. But behind the growth and the headlines, there’s a bigger question: is it actually working as well as we think it is?

In this episode of Legends of Adtech, Julia Linehan sits down with Tom Barbour, Sales Director UK at Vistar Media, to unpack the reality of programmatic DOOH – what it does well, where it's headed and what brands are getting wrong.

From measurement challenges and attention myths, to creative limitations and the role of AI, this is a no-nonsense look at one of the fastest-growing channels in media.

Welcome to Legends of Adtech: the podcast where we go beyond the buzzwords and straight to the people at the coalface of the adtech industry. Every two weeks, we sit down with the industry’s boldest thinkers, pioneers, and disruptors, to find out how they’re rewriting the game. This is their story.

Connect with Tom: https://www.linkedin.com/in/tomabarbour/

Learn more about Vistar Media: https://www.vistarmedia.com/

About Tom:

Tom is a proven commercial leader with 14 years of experience driving revenue growth for prominent ad-tech businesses. Most recently leading the successful launch of Vistar Media's programmatic digital out-of-home offering to top tier media agencies in London.

Prior to Vistar Media, Tom worked for a raft of digital media companies including Opera Mediaworks, Blis and GumGum. At GumGum he was managing a team of five and looking after the revenue of major agency holding companies including Dentsu, Publicis and Omnicom. Growing this agency patch from circa £1m in 2019 to £15m+ in 2024.

Tom’s career trajectory reflects deep expertise in programmatic advertising, international sales management, and business development across the evolving digital media landscape.

About The Digital Voice™ & Adtech Juice:

The Digital Voice™ is a B2B boutique PR agency with boundless energy for PR, social marketing & events, specialising in adtech and martech companies, ranging from startups to those heading for IPO!

Adtech Juice is The Digital Voice™'s brand new adtech learning hub, where you can level up your adtech knowledge no matter your learning level. Dive in:

ADTECH JUICE: https://www.adtechjuice.com

LINKEDIN: https://www.linkedin.com/company/adtechjuice

TIKTOK: https://www.tiktok.com/@adtechjuice

THE DIGITAL VOICE™: https://www.thedigitalvoice.co.uk

To stay up to date on what, where, and when at TDV make sure to follow us on our other social channels too:

LINKEDIN: https://www.linkedin.com/company/thedigitalvoice

YOUTUBE: https://www.youtube.com/channel/UCQU3YMC9i7AFVET9NtmsaiQ

INSTAGRAM: https://www.instagram.com/thedigitalvoicePR

OUR PODCAST: https://www.adtechjuice.com/podcast

For the latest news visit https://www.thedigitalvoice.co.uk

In this episode of Legends of Adtech, host Julia Linehan is joined by Camilla Ray to unpack one of the most talked-about (and misunderstood) areas in the industry right now: retail media. With over 15 years of experience and access to insights from more than 24 million Nectar users, Camilla breaks down what retail media really means beyond the buzzwords, exploring how first-party data, measurement and omnichannel strategy come together to create genuinely valuable customer experiences. From the evolution of retail media channels to the rise of incrementality and AI-powered planning, this episode gets into the mechanics behind the hype. But at its core, this conversation is about one thing: the customer. Camilla shares what a truly customer-first (or rather, customer-obsessed) approach looks like in practice: why the customer ultimately owns the relationship, and how brands and retailers must collaborate to earn their attention. Expect sharp insights on measurement standardisation, the reality of AI in planning, and why the future of retail media will be defined not by technology alone, but by smarter collaboration, better creativity, and a relentless focus on delivering real value. Welcome to Legends of Adtech: the podcast where we go beyond the buzzwords and straight to the people at the coalface of the adtech industry. Every two weeks, we sit down with the industry’s boldest thinkers, pioneers, and disruptors, to find out how they’re rewriting the game. This is their story. Connect with Camilla: https://www.linkedin.com/in/camilla-ray-42908a2/ Learn more about Nectar360: https://www.nectar360.co.uk/ About Camilla and Nectar360: Camilla Ray is the Planning Director at Nectar360, where she applies more than 15 years of deep expertise in retail media, omnichannel customer strategy and data‑driven commercial transformation.She leads a 22‑person strategic planning team spanning Sainsbury’s, Argos and agencies; driving first‑party data strategy and retail media planning that delivers measurable commercial impact. Camilla has pioneered new frameworks for predictive analytics, live planning and governance, enabling more precise decision‑making and improved commercial outcomes.With digital acceleration reshaping the retail landscape, Camilla is committed to championing insight‑rich, responsible use of data, ensuring both brands and Nectar360’s 24 million customers benefit from smarter, more connected experiences. Nectar360 owns and operates Nectar, the UK’s largest coalition loyalty programme, helping the UK’s biggest brands to connect with customers. It manages Sainsbury’s and Argos’ retail media services, utilising its own insights and media expertise to connect the Sainsbury’s businesses, FMCG and GM brands and customers. Through the unrivalled data provided by the 24 million members of the Nectar loyalty programme, Nectar360 understands consumers better than anyone else, offering brands a clear view of exactly who their customers are and what they buy. About The Digital Voice™ & Adtech Juice: The Digital Voice™ is a B2B boutique PR agency with boundless energy for PR, social marketing & events, specialising in adtech and martech companies, ranging from startups to those heading for IPO! Adtech Juice is The Digital Voice™'s brand new adtech learning hub, where you can level up your adtech knowledge no matter your learning level. Dive in: ADTECH JUICE: https://www.adtechjuice.com LINKEDIN: https://www.linkedin.com/company/adtechjuice TIKTOK: https://www.tiktok.com/@adtechjuice THE DIGITAL VOICE™: https://www.thedigitalvoice.co.uk To stay up to date on what, where, and when at TDV make sure to follow us on our other social channels too: LINKEDIN: https://www.linkedin.com/company/thedigitalvoice YOUTUBE: https://www.youtube.com/channel/UCQU3YMC9i7AFVET9NtmsaiQ INSTAGRAM: https://www.instagram.com/thedigitalvoicePR OUR PODCAST: https://www.adtechjuice.com/podcast For the latest news visit https://www.thedigitalvoice.co.uk

This week on Legends of Adtech, we’re joined by one of the industry’s most outspoken and influential voices: Rob Webster, Founder & CEO of TAU Marketing Solutions and long-time adtech trailblazer.

Rob has been shaping digital advertising since the earliest days of programmatic and he’s never been afraid to say what others won’t. From startups to agencies, AI to the open web, Rob brings honesty, depth and a much-needed dose of reality to the state of our industry.

Welcome to Legends of Adtech: the podcast where we go beyond the buzzwords and straight to the people at the coalface of the adtech industry. Every two weeks, we sit down with the industry’s boldest thinkers, pioneers, and disruptors, to find out how they’re rewriting the game. This is their story.

Connect with Rob: https://www.linkedin.com/in/digitalstrategyleader/

Learn more about TAU: https://taums.ai/

About Rob and TAU:

A marketing technologist with over 20 years’ experience helping the best companies succeed in an ever more complex marketing world. Led the charge on the toughest challenges in marketing technology from Search Algorithms, Programmatic Platforms, Identity Resolution, Data Platforms and more. Rob has a passion for pioneering new technologies and helping companies and talented marketers to achieve amazing results.

TAU is an independent consultancy and technology partner created to help marketers move beyond the AI hype and adopt it in ways that are practical, profitable, safe and scalable. We work with clients to identify where AI can create tangible value, prioritise the right use cases and make smart choices about whether to buy existing AI tools or build their own. For clients who want to build, TAU combines deep expertise in marketing processes, technology implementation and AI to develop custom solutions trained on marketing best practice and tailored to each client’s workflows, data and expertise.

Founded in 2024, TAU already works with retail giants, leading European publishers, technology innovators, and top media agencies, as well as clients in regulated industries such as betting and gambling, helping them adopt AI responsibly and effectively.

About The Digital Voice™ & Adtech Juice:

The Digital Voice™ is a B2B boutique PR agency with boundless energy for PR, social marketing & events, specialising in adtech and martech companies, ranging from startups to those heading for IPO!

Adtech Juice is The Digital Voice™'s brand new adtech learning hub, where you can level up your adtech knowledge no matter your learning level. Dive in:

ADTECH JUICE: https://www.adtechjuice.com

LINKEDIN: https://www.linkedin.com/company/adtechjuice

TIKTOK: https://www.tiktok.com/@adtechjuice

THE DIGITAL VOICE™: https://www.thedigitalvoice.co.uk

To stay up to date on what, where, and when at TDV make sure to follow us on our other social channels too:

LINKEDIN: https://www.linkedin.com/company/thedigitalvoice

YOUTUBE: https://www.youtube.com/channel/UCQU3YMC9i7AFVET9NtmsaiQ

INSTAGRAM: https://www.instagram.com/thedigitalvoicePR

OUR PODCAST: https://www.adtechjuice.com/podcast

For the latest news visit https://www.thedigitalvoice.co.uk