One of the things that, since I started working with DOOH 15 years ago, I considered challenging is the range of screen sizes (24”, 32”, 42”…), especially having a single standard pixel measurement based on a supposed resolution of 72 ppi (pixels per inch). In print, there are actual print sizes and the dpi (dots per inch) resolution marks how much surface the dot will occupy on the paper. But in digital it is different, a pixel on a 24” screen is half the size of the very same pixel on a 48” screen. But shouldn’t they be identical by having a resolution of 72 dpi? I’m sorry to have to tell you this, but this resolution is simply a lie.