#OAC 2026: Power-packed panel gives its verdict on trust, tech & transparency

What happens when a dynamic set of people come together to address a dynamic question about a medium that’s undergoing dynamic changes? Well, the panel discussion on day 1 of OAC 2026, on the theme, ‘Trust, Tech and Transparency: Time to revisit the 3 Ts?’ definitely left the audience charged up as industry veterans exchanged thoughts, questions and answers, that have a bearing on the future of the industry.

Moderated by Meenakshi Menon, Founder, GenSxty Tribe, and a seasoned media and advertising professional, the panel had Dipankar Sanyal, CEO, Platinum Communications, Atul Shrivastav, CEO, Laqshya Media Group,  Rohit Chopra,  Deputy Chief Executive Officer, Times Innovative Media Limited (The Times Group),  Rohit Sinha, Vice President – Marketing, Mana Projects Pvt. Ltd, Mana Developers, and Anand Singh Saluja, Head – Media, OPPO India.

Meenakshi set the discussion rolling by posing the first question to Anand Saluja on transparency and OOH and he minced no words when he said, “We don’t see transparency of data in OOH, which is very critical to justify the spends on the medium.”

It was Dipankar’s turn next to address the question of trust and OOH and he highlighted the critical areas where trust deficit was visible in OOH:  pricing games, site quality and data.  With regard to data, he brought attention to a very critical need in the OOH eco-system: common currency. “We have a unified measurement system developed for the OOH called Roadstar. But how many are using it?  So there is technology available, but who is taking it forward is the question,” he pointed out.

Rohit Sinha made a valid point when he said that tech was inseparable from trust and transparency. “These are not separate conversations. Tech is evidence, and evidence leads to transparency, which leads to trust, and finally to confidence in the medium. Right now, OOH is gut feel based. But is there a technology to actually measure how many people saw an OOH campaign?” he asked, drawing attention to a question that has been dogging the OOH medium for a very long time.

Atul Srivastava dived into the crux of the discussion, when he said, “Trust is earned through transparency, which can be enabled by tech and hence the reason that technology is so important today.” Atul also listed out the most important aspects that technology can enable and make OOH more meaningful for all stakeholders- audience measurement, dynamic media formats, real time monitoring, and campaign planning.

Rohit Chopra’s contention was that while technology is available, there is not enough evidence that it had actually made life simpler for all in the eco-system. “Has the buying process become any easier? Has confidence in the measurement become any stronger? Is there proof of delivery? And most importantly, has the trust deficit come down because of technology? The answer to all is a clear no!” Rohit’s point was clear, while there is technology available, until it leads to trust and transparency, it does not make much difference.

Dipankar, while challenging the notion that the right technology was not available, drew up a very important question: Who will pay for the right technology? He emphasized that technology could make a difference when we can buy the right one. So the question really is about who will pick that tab?

The panel brought up many important questions and points to ponder with some clear takeaways for the OOH ecosystem. As Meenakshi summed it up: “It is clear there is trust in the medium, there is also the technology, but there is not enough transparency and too much of it is transactional. But OOH is important; it delivers value. How do we articulate that value and convince the advertiser to believe in the medium is the question for us to address.”