Join this session to hear how agency Traction aims to reduce marketers' painpoints by bridging the gap between technology and culture. Hear how founder Adam Kleinberg’s framework for brands to think about culture and technology drives business growth. Ian Dallimore, vice president of digital growth & GM of programmatic, from outdoor ad company Lamar, joins the session to discuss how technologies such as augmented reality and AI are helping DOOH to better reflect culture and drive business impact.