DOOH Advertising

OAAA debuts technical advisory council to drive automation, integration

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October 15, 2026

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The Out of Home Advertising Association of America has launched a Technical Advisory Council, bringing together technology leaders from across the OOH media owner community to solve shared technical challenges and make out of home easier to plan, buy, measure and integrate across the broader advertising ecosystem.

The council will focus on the technical infrastructure that powers OOH campaigns, including how inventory is defined, how orders move between systems, and how delivery and performance are reported, according to a press release.

Initial priorities will include data standards and taxonomies, transaction and workflow automation, reporting and attribution, integrations with omnichannel platforms, and emerging technologies such as agentic AI.

"Technology is increasingly central to how OOH competes and grows, and many of the challenges facing our industry can't be solved by individual companies working alone," Patrick Dolan, chief operating officer of OAAA, said in the release. "The Technical Advisory Council gives media owners a forum to identify where we have common challenges, align around practical solutions and work together to make OOH easier to transact and integrate across the broader advertising ecosystem."