Fuente: Wipo "digitalization" Method and digital signage server for optimizing placement of digital signage content based on audience segments of a plurality of digital signage players. A plurality of segments for the players are stored at the server. Characteristics for a plurality of contents are received at the server. A matching algorithm is executed by the server, comparing the characteristics of the plurality of contents with items of the segments for the plurality of players, to identify for each content a target segment matching the characteristics of the content. One of the contents is selected and a plurality of candidate players is determined among the plurality of players, each candidate player having the target segment of the selected content. The server further identifies one or more target players from the plurality of candidate players for displaying the selected content, based on metric thresholds of respective corresponding metrics defined for the candidate players.