Both Outdoors and Television do the same by-demographic buying&#x2F;selling, in fact, that&#x27;s where the Internet got it! Outdoors and Television don&#x27;t track (except when they do[1]) because they don&#x27;t need to; because there exists a huge problem with digital that doesn&#x27;t exist for Outdoors and Television: Ad Fraud.<p>There are a lot of websites out there with a lot of (aggregate) traffic, but that individually don&#x27;t have enough traffic to approach advertisers directly. It is good that we can monetise them because sometimes this can fund their niche content, however it also means that people can make fake websites and trick advertisers into buying that space.<p>Of course, real users don&#x27;t go to <i>those</i> sites, which is a nascent use for tracking: Sites that are visited by some population who don&#x27;t visit other sites are simply more suspicious.<p>[1]: Precision Marketing (for example) has data on billboards collected from mobile devices. Many OTT and SmartTV devices send tracking data as well.