I think the comparison to Adwords is misleading about what this idea really is. This is just a self-serve and automated marketplace for billboard ads. Adwords

I think the comparison to Adwords is misleading about what this idea really is. This is just a self-serve and automated marketplace for billboard ads. Adwords is much more specific to the combination of targeting intent through search terms or content on a page (adsense)and then delivering relevant ads in an open auction. The type of targeting for these billboards will be closer to display advertising targeting based on demographics (who drives along this freeway, who rides this bus), seasonality, etc.