‘Digital out-of-home advertising’ (DOOHA) leverages digital screens to reach out to consumers at any time and anywhere in public space. While personalization—tailoring advertisements to an individual—has proven successful for advertising, this concept has its limitations. Particularly challenging are privacy concerns and negative perceptions caused by personalized advertisements. We propose situationalization—adapting advertisements based on the current situation—as a promising (additional) option. The suggested PERSIT matrix (PERsonalizationSITuationalization) structures the available adaptation strategies. It helps advertisers and system designers to make educated strategy decisions for adaptive DOOHA system designs.