Onescreen has appointed Adam Skinner as Chief Executive Officer, bringing a retail media technology executive into the top role as the out-of-home advertising company seeks to expand its technology infrastructure and strengthen OOH’s position within performance-oriented media budgets.
Skinner joins Onescreen from Epsilon, where he served as Managing Director of Retail Media. He previously held Chief Technology Officer and Chief Operating Officer positions at CitrusAd, the retail media platform acquired by Epsilon in 2021. He succeeds Alex Ewing, who had led Onescreen since 2023.
The appointment connects Onescreen’s OOH strategy with Skinner’s experience building technology for retail and commerce media networks. According to the announcement, Skinner was part of the early engineering team at CitrusAd and helped scale the organization to serve more than 150 retailers across 30-plus countries. At Epsilon, he managed commercial, product, technology and operational functions within its retail media business.
The move comes as OOH increasingly incorporates digital inventory, data-driven planning and programmatic buying. According to the Out of Home Advertising Association of America (OAAA), U.S. OOH revenue reached a record $9.46 billion in 2025, up 3.6% year over year. DOOH represented 36.3% of total OOH revenue and grew 10.5%.
The momentum continued into 2026. OAAA reported that second-quarter OOH revenue reached $3.16 billion, up 10.7% year over year, while DOOH revenue increased 18.5% and represented 38.4% of quarterly OOH revenue.
For Onescreen, Skinner’s mandate appears focused on making OOH inventory easier to plan, transact and measure for enterprise advertisers. The company says it has invested in audience intelligence and an AI-native planning experience that makes real-world inventory and audience rankings accessible through enterprise AI assistants using the Model Context Protocol.
The strategic rationale mirrors the evolution of retail media, where standardized inventory, measurement and outcome-based buying have helped bring commerce environments into larger advertising plans. EMARKETER forecasts U.S. retail media spending at $69.33 billion in 2026, while its broader commerce media forecast puts the market at $142.07 billion by 2030.
Market Landscape
OOH is gaining digital capabilities while remaining a predominantly physical advertising channel. The growth of DOOH creates opportunities to bring data, automation and programmatic transaction models into an inventory pool that historically relied more heavily on manual planning and buying.
Programmatic OOH is also moving toward greater transparency and standardization. OAAA and industry platforms including Broadsign, Perion, Place Exchange, VIOOH and Vistar Media introduced a transparency pledge in 2025 covering programmatic OOH transactions.
That infrastructure evolution is significant for agencies and advertisers seeking to include OOH alongside digital channels within broader media strategies.
Strategic Outlook
Skinner’s appointment suggests Onescreen intends to apply lessons from commerce media infrastructure to OOH rather than treating the channel solely as a traditional media-buying business.
For agencies and brands, the potential value lies in making physical inventory more compatible with existing planning, audience and performance workflows. For media owners, greater standardization could make inventory easier to package and transact.
The larger challenge is measurement. OOH must continue improving the connection between exposure, audience intelligence and business outcomes if it is to compete more directly for performance-oriented budgets.
Top Insights
- Adam Skinner becomes Onescreen’s CEO after senior roles at Epsilon and CitrusAd.
- His background spans retail media technology, operations and commerce media.
- U.S. OOH revenue reached a record $9.46 billion in 2025.
- DOOH accounted for 36.3% of 2025 OOH revenue and continued growing in 2026.
- Onescreen is investing in AI-enabled planning and audience intelligence for OOH
Get in touch with our Adtech experts
