Hawk Hill Ventures

Azerion promotes Rebecca Callaghan to head of OOH

Azerion has promoted Rebecca Callaghan to the newly created role of Head of Out‑of‑Home (OOH), effective 25 March 2026. Callaghan joins the Azerion leadership team after more than ten years in traditional and programmatic DOOH, including two years as Azerion’s DOOH lead specialist and earlier roles at Yahoo, JCDecaux and Trinity Mirror. Her remit is to accelerate revenue growth, expand Azerion’s DOOH product set, drive commercial development and industry collaboration, and support both fully managed and self‑serve programmatic DOOH activations via Azerion’s Hawk business. Azerion frames the move as part of a broader push to embed programmatic DOOH (pDOOH) into omnichannel media planning, with emphasis on data, measurement, incrementality and cross‑ecosystem transparency.

Azerion names Rebecca Callaghan Head of Out-of-Home

Azerion has promoted Rebecca Callaghan to the newly created role of Head of Out-of-Home (OOH). The appointment underscores Azerion’s commitment to programmatic digital OOH (pDOOH) and embedding DOOH as a core element of omnichannel media planning. Callaghan brings more than ten years of experience across traditional OOH and programmatic DOOH, including two years as Azerion’s DOOH lead specialist and prior roles at Yahoo, JCDecaux and Trinity Mirror. In her new role she will focus on accelerating revenue growth, expanding Azerion’s OOH product, market education, and industry collaboration — coordinating media owners, data providers and technology platforms. Azerion intends to support both fully managed end-to-end solutions and self-serve activation via its Hawk business unit.

2023: A New Era for Digital Media Buying

ADZINE's 2023 outlook for digital media buying notes a turning point after a challenging 2022. Advertisers are expected to benefit from ad-supported streaming, with major European platforms offering TV-like reach in a digital, cross-channel context. The growth of CTV inventory will support cross-device targeting, frequency management, and measurement within omnichannel campaigns. A key theme is the evolution of identity standards, notably Unified ID 2.0 and a Europe-specific EUID, to reduce third-party cookie reliance and improve data quality. The supply chain is anticipated to become more transparent, with shorter paths from advertiser to publisher and increased pressure on walled gardens, aided by collaboration on ID initiatives (including Disney, AWS, and Procter & Gamble). In-Feed Ads and other programmatic formats (DOOH, Programmatic Audio) are also expected to rise, with DSPs becoming easier to use and planning more centralized across channels.