DOOH Advertising

Out of Home Advertising Association of America releases updated taxonomy

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February 18, 2026

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The Out of Home Advertising Association of America, a national trade association representing the out of home advertising industry, has released an updated OpenOOH venue taxonomy, developed to bring greater transparency, clarity and consistency to digital out-of-home buying and selling.

The update responds directly to market demand for standardized venue definitions that support transacting DOOH at scale, according to a press release. As OOH continues to play a more influential role in the modern advertising mix, the enhanced taxonomy is designed to integrate seamlessly with the planning, buying, and measurement tools used across digital, CTV and other channels.

"With OOH becoming ever more deeply integrated into cross-channel media planning, a shared, precise inventory language is essential," Patrick Dolan, chief operating officer of OAAA, said in the release.

"Clear, consistent standards are a growth engine for the industry — reducing friction, increasing confidence for buyers, and making OOH easier to plan, transact, and measure at scale. This evolved taxonomy aligns OOH with broader media standards and strengthens its role as a core component of the omnichannel media ecosystem."

The taxonomy update was developed by the OpenOOH Taxonomy Working Group, now part of OAAA's Taxonomy Committee, with input from across the OOH industry.

"OOH is truly unique among media channels, not just because of its unparalleled consumer reach and engagement, but for the quality, brand safety, and transparency of the medium itself," Ari Buchalter, founder of Place Exchange and now chief strategy officer at Broadsign, said in the release. "The latest evolution of the OpenOOH taxonomy provides buyers with clear, granular and actionable information about the physical environment of each in each individual display, enabling contextual targeting in the physical world with confidence and precision, universally across all platforms."