The OAAA teams with IAB Tech Lab to create openRTB standards for DOOH media

The Out of Home Advertising Association of America (OAAA) announced a collaboration between the OAAA Programmatic and Automation Committee and IAB Tech Lab to create openRTB standards for digital out of home media.

“This is the moment for DOOH. Right now, consumers are reporting increased appreciation for out of home, and as consumer sentiment shifts during our reemergence from the pandemic, brands will demand the flexibility of programmatic to allow for changes to messaging, creative, and more,” said Leslie Lee, Vice President of Marketing at Vistar Media. “Supporting this growing demand with standards that put DOOH on an even playing field with other programmatic mediums will be key.”

Founded in 1891, The OAAA is the national trade association for the entire out of home (OOH) advertising industry, with more than 800 members, including leading media companies, advertisers, agencies, ad-tech providers, and suppliers which comprise over 90 percent of the industry. 

“Standardized specifications are crucial for automated workflows and these OpenRTB specs will advance digital OOH’s inclusion in the digital omnichannel mix,” added Anna Bager, President and CEO, OAAA. “Once these standards are in place and adopted, DOOH will be able to easily be bought alongside other programmatically sold formats, allowing the medium to tap into new budgets. We are excited to join forces with IAB Tech Lab to make this a reality.”


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“DOOH is a powerful element of an omnichannel media strategy, with tremendous opportunity for growth,” said Stephanie Gutnik, Senior Director, Product Management, Global Head of DOOH, Verizon Media. “The OpenRTB specs and IAB Tech Lab collaboration contribute to standardization that enables more seamless alignment in a programmatic environment and fuels that omnichannel strategy.”

Written by Jordan Bevan

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