With marketing budgets being squashed, marketers are expected to do more with less. Teams are leaner, cookie policies are changing, Google analytics 4 has been released and, with fewer people commuting and out shopping, OOH is being put to the test. These changes have created a mini storm within most marketing departments which, for years, have been collecting and analysing data, finding patterns and trends and adapting their tactics and budgets to improve their ROI.