The Out of Home Advertising Association (OAAA) this month has created a working group to establish standards for OOH in OpenRTB.
“Programmatic OOH has reached a new phase of media-channel maturity, with most of the world’s largest omnichannel DSPs actively bidding in real-time on OOH inventory. This is enabled by OpenRTB integrations, and we expect these integrations to only keep proliferating. It’s important to build standards that put the unique value of OOH media front and center, and don’t try to simply mimic what has been built for other media channels," said Michael Provenzano, Vistar Media Co-Founder, and CEO.
According to OAAA, the working group is composed of OAAA members representing OOH media companies, buyers, and tech platforms. The group is co-chaired by Ian Dallimore, VP of Digital Growth & GM Programmatic at Lamar Advertising, and Leslie Lee, VP Marketing at Vistar Media.