Advertising is often a key element in the business case for public display
networks. However, the respective advertising models do not yet provide
effective solutions to the key issues of campaign targeting and impact
measurement that are now so common in web advertising. In this paper, we
specifically discuss some of the directions and principles that may emerge in
advertising models for public displays. We make this analysis combining some of
the lessons from other media, but also considering the specificities and potential
evolution of public displays as an advertising medium
