DPAA releases programmatic standards for DOOH industry
The Digital Place Based Advertising Association has launched its programmatic standards for DOOH. This is part of an effort to help facilitate DOOH transactions, according to a press release.
The tech specs committee crafted the DOOH standards to conduct programmatic buys and the creative specs committee created the standards to allow advertisers to run across most DOOH networks with one set of assets. The DPAA now plans to have the measurement committee determine how programmatic transactions can be integrated with other metrics that are being measured in DOOH buys.
"Programmatic targeting and transactions are playing an increasing role in the overall digital ecosystem," Matt Prohaska, CEO of Prohaska Consulting, said in the release. "These standards will help ensure that DOOH networks will be active players in the programmatic marketplace.”