The concept is bringing ads to physical environments but why only in European countries and not Asian countries where there is more population(consumers) or America where spending power is much higher. I think this was a tactical error on the company's part. The company will take a lot of time to expand and may not reach the people who desperately need it. Hence, may lose a lot of possible profits.
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It's just a start.
The project is raising funds to expand across the world.