A digital signage system and a data processing method in the same are disclosed. The digital signage system comprises a plurality of display devices displaying a signage content; and a server including a communication unit for transmitting signage content data to each display device, a sensor unit for sensing movement of the plurality of display devices, and a controller for controlling the display devices of which display areas are overlapped, differently from each other on the basis of the sensed movement data of the display devices, if display areas of at least two of the plurality of display devices are overlapped with each other at a predetermined threshold value or more.