Display Technology

OAAA, IAB Tech partner to streamline ad bidding

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August 24, 2021

The Out of Home Advertising Association of America, a national trade association for OOH and DOOH media, has teamed up with the OAAA Programmatic and Automation Committee and IAB Tech Lab to integrate DOOH into OpenRTB (real-time bidding) specifications, according to a press release.

OpenRTB is the industry-standard protocol for the buying and selling of ad inventory across the programmatic landscape.

Leslie Lee, VP of marketing at Vistar Media, and Ian Dallimore, VP of digital growth and general manager of programmatic at Lamar Advertising, will serve as the group's co-chairs. The two trade organizations expect to jointly publish finalized specs before the end of 2021.

"This is the moment for DOOH. Right now, consumers are reporting increased appreciation for OOH, 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," Lee said in the release. "Supporting this growing demand with standards that put DOOH on an even playing field with other programmatic mediums will be key."

Earlier this year, the OAAA conducted foundational work to align its members on an OpenRTB Bid Response. With that work completed, the new task force will advance the specs and develop extensions for the Bid Request.

"Standardized specifications are crucial for automated workflows and these OpenRTB specs will advance digital OOH's inclusion in the digital omnichannel mix," Anna Bager, president and CEO, OAA, said in the release. "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"

Founded in 1891, OAAA is headquartered in Washington, D.C. with offices in New York City.

Established in 2014, the IAB Tech Lab is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media industry. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness.