It's easy to draw comparisons between online/digital units and outdoor, they share a lot, but the fundamental difference is that digital/online is one-to-one (one ad, one user, can be personalised) and outdoor is one to many. Right now, there's no technology available that will change that. Some people think if AR becomes ubiquitous it might, but that's still fantasyland.
Because of that, again right now, it's a misnomer that outdoor want to do the Bladerunner style microtargeting of large outdoor display (the Bugatti example you gave) simply because you make MUCH less money showing an ad to 100's of people to target one person than showing a _better_ ad to the 100's. This is because the outdoor market is still fundamentally based on CPM not CPA; that _might_ change, but in my experience it's not likely.