Patrick Dolan

Patrick Dolan

Patrick Dolan is chief operating officer of the Out of Home Advertising Association of America (OAAA), where he leads operations, finance, and strategic initiatives to advance the OOH industry. With more than 25 years of experience across advertising, media, and technology, Dolan previously served as President and COO of the Interactive Advertising Bureau (IAB).

Marketing

Proximity is Retail’s Next Growth Lever

April 7, 2026 at 2:57 pm

Retailers have spent the past several years optimizing for efficiency. Lower acquisition costs, clearer attribution, tighter dashboards. Digital channels delivered speed, precision and performance, so budgets followed. But as commerce becomes more connected and competitive, retailers are rediscovering a simple truth: purchase decisions do not happen only on screens. Shoppers move fluidly throughout their day.…