In this episode of Programmatic Pulse, hosted by Sean Halpin of Sentient Talent, Alex Grieves, Global Head of Programmatic at billups, offers a grounded and practical take on the evolution of programmatic OOH.

Rather than focusing solely on automation or scale, Alex brings forward the importance of accountability, transparency, and outcomes that matter.

Accountability Over Hype

The industry often prioritises speed and automation. But Alex is focused on something deeper: delivering measurable outcomes for clients.

"I want to be able to hand a client a report and say: you got 10 million impressions, and here’s the independent proof."

This isn’t about buzzwords. It’s about outcomes, supported by reliable data. That starts with accountability across planning, creative, setup, and measurement.

Why billups?

For Alex, joining billups was about more than a step up. It was about the Global opportunity and chance to align with a business culture that values integrity and end-to-end accountability.

"I wanted to create something that wasn’t just about buying media. I wanted the full picture: planning, reporting, verification. Something I could stand behind."

That ethos gave him space to build a smarter, more responsible programmatic approach.

Clients Are Demanding More

The era of relying on impression delivery alone is ending. Clients today want measurement. They want to know their investments are delivering business impact, not just exposure.

Alex sees this shift as a positive pressure, one that will encourage more rigorous standards and transparency.

Think Global, Act Local

Programmatic allows for scale. But scale without local insight and agile execution can fall flat. Alex’s’ approach keeps client outcomes at the centre of every decision.

Growth Requires Discomfort

Alex closes with a message that resonates well beyond ad tech:

"If something makes you hesitate or want to avoid it, go toward it. That’s usually where the growth is."

In a sector often dominated by the familiar, this mindset sets the stage for smarter, more intentional innovation.

Do the work. “Show don’t tell” is something Alex has said repeatedly for the last few years. That’s how trust is earned.

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If you’re ready to move beyond automation for its own sake and into measurable, verifiable programmatic outcomes, get in touch with the team at billups.

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