DOOH Advertising

US, UK partnership to standardize real time bidding

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December 13, 2022

The Out of Home Advertising Association of America has partnered with Outsmart (its UK-based counterpart) and IAB Tech Labs to create a standard for real time bidding in DOOH advertising called OpenRTB, according to a press release.

The organizations worked in consultation with global supply- and demand-side platforms as well as OOH media owners to develop the implementation of unified standards for RTB, including Broadsign, Clear Channel, Hivestack, JCDeceaux, Place Exchange, Vistar Media, VIOOH and Yahoo, among others.

The standards aim to promote three foundational goals:

● Detail the unique differences between trading the online world of digital display and the real-world aspects of outdoor display.
● Describe the OpenRTB extensions and conventions required to bring OOH to the OpenRTB marketplace in a standardized way.
● Show the implementation of the OOH recommendations in bid request and bid response scenarios with a standardized schema.

"The benefits of international collaboration across advertising associations, publishers and adtech companies are clear to see," Tim Lumb, director of Outsmart, said in the release. "IAB Tech Lab's OpenRTB now handles Digital Out of Home inventory too, making it even easier for brands to embrace the medium."

"Having OOH specs in OpenRTB is a massive step forward to unifying standards across digital channels and out of home media – providing transparency and efficiencies which are sure to drive greater spend in DOOH," Jeff Jan, head of industry initiatives at the OAAA, said in the release. "We reached this milestone in collaboration with IAB Tech Lab, Outsmart, and the tireless efforts of our members."

"The DOOH medium has grown over the past decade to provide a critical volume of connected screens to the physical world," Hillary Slattery, director of programmatic and product at IAB Tech Lab, said in the release. "As a growing number of advertisers integrate the OOH medium into the digital display omnichannel of online, mobile, audio and CTV advertising, the importance of working with stakeholders across the programmatic ecosystem to establish a living, common language with standard definitions cannot be overstated. IAB Tech Lab is proud to collaborate with global DSPs, SSPs, media owners, and OOH trade organizations like the OAAA and Outsmart to establish a common implementation of IAB Tech Lab's OpenRTB methodology."