Welcome to OOH Insider, the podcast for media and marketing executives that explores the relationship between offline attention and driving conversion. Host Tim Rowe brings us today's episode, featuring Eric Kubischta, CTO and Co-founder of Lucit Technologies, a startup that has solved trafficking digital creative in a way that maximizes control and blends traditional guaranteed buying with programmatic capabilities.While technology is a central topic in this episode, Rowe also discusses Eric's unique insight into the evolution of internet advertising from the mid-90s to the present day and how this timeline correlates with OOH's current state. The conversation dives into underfunded topics such as "feedback and collaboration" and the importance of creating useful feedback loops to achieve desired outcomes.Building on the big idea from the previous episode, "How do you show something that needs to be felt?" Rowe asks listeners to consider how they can improve their collaboration with technology partners by providing more direct feedback, both in quantity and clarity, to ensure that the technology being built suits their needs.This is the timestamp to check out YouTube and Eric's screen share.Links Mentioned:When Eric starts sharing his screen (watch on YouTube here)Digital And Dirt Episode w/ Bobby Switzer (Hosted by Ian Dallimore)Want to work together? Take advantage of fintech solutions JUST for marketers and the ultimate Authority Growth Engine for B2B/Founder-led growth at: https://www.troweco.com/