Director of Programmatic at JCDecaux Middle East. I build the systems, the data and the shows that turned out-of-home into signal across the region — measurable, automated, unmissable.
I'm Dom Kozak — Director of Programmatic at JCDecaux Middle East. I came up through the messy, brilliant middle of ad-tech: trading desks, supply, the region's first programmatic out-of-home deals — and I've spent the last decade making OOH measurable, automated and impossible to ignore.
My work sits where three things meet — media, data and applied AI. I build the systems that plan and buy screens, the shows that explain the industry to itself, and the tools that prove attention travels across every channel.
Based in Dubai. Front row for the fastest-moving OOH market on earth — and hands on, not just talking about it.
Guest spots, panels and webinars on the shows shaping programmatic out-of-home. ON AIR · 6
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youtube New Digital Age's Ad Tech Hero Award — recognising standout leadership in programmatic digital out-of-home.
Judge for the Programmatic DOOH Live Awards — the industry's benchmark for pDOOH creativity and effectiveness.
“Pulling out entirely means you're silent when your audience comes back. Staying present, but with the ability to adjust, is a far better position to be in — that's where programmatic DOOH moves from a nice-to-have to a core tool.”
“The Middle East isn't a crisis market; it's a momentum market. The risk here isn't "spending in a downturn" — it's being invisible while everyone else is building presence.”
“On 10 April 2025, we switched something on in the Middle East that we had been quietly building for months: JCDecaux Play+ across Dubai, Abu Dhabi, Bahrain, Saudi Arabia and Qatar.”
“Eight years ago I was sitting in a meeting room being briefed by a consultant on a project to kick off programmatic OOH in the UK.”
“This is new, there are many, many challenges to be overcome before the use of generative AI becomes mainstream — but it's exciting to think about.”
“2023 was the year pDOOH moved out of the 'emerging channel' stage and earned its place in the mainstream media mix.”
“Ensure your pDOOH campaigns are fully integrated into your media mix, not treated as stand-alone activities — that's how the channel works as hard as possible to deliver results.”
“The demise of the third-party cookie presents marketers with an opportunity to re-think how they target consumers — with a greater focus on location and context rather than being laser-focused on user-level data.”
“Last week Philippa Evans of JCDecaux UK picked up the Publishing Collaborative Champion gong at New Digital Age's Ad Tech Heroes awards.”
AI isn't a bolt-on for me — it's how I work. I build with it daily: open models running on my own hardware, generative image and video pipelines, agents that do real jobs end-to-end, and data tooling that turns mess into decisions.
I'm comfortable across the whole stack — running local models when privacy or cost demands it, reaching for the frontier when the task earns it, and wiring the two into workflows that actually ship. Less hype, more built.