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New venue standards for DOOH, created from programmatic collaboration



Leslie Lee

At Vistar, we are committed to helping the entire out-of-home industry grow and thrive as a core pillar of every brand's media strategy. To support this goal, we've collaborated with several other programmatic platforms to develop a new taxonomy that standardizes the way out-of-home venues are classified.

The diversity of venue types in out-of-home is one of the most unique and compelling aspects of our media - from roadside billboards to check-out counters to electric vehicle charging stations to ski slopes, out-of-home is everywhere! But at times that wide array of inventory can be confusing for buyers that aren't deeply familiar with the space. And it doesn't help that different naming conventions have been used across DOOH transactions today to classify the type of venue a screen is located in - for example, “Retail” and “Mall” have been used interchangeably.

To solve this, we've collaborated with Adomni, Broadsign, Place Exchange, Verizon Media and VIOOH to develop a standardized taxonomy for out-of-home venue data. This taxonomy, developed to align with the IAB's OpenRTB2.5 spec, will help ensure a mutual understanding between DOOH buyers and sellers.

“Standardizing the way DOOH inventory is termed and categorized is a significant step forward for efficiency in our industry and can greatly facilitate buying and expand opportunities for all stakeholders,” said Anna Bager, President and CEO, OAAA. “Of equal importance is the out of home industry's collective commitment to developing the best possible experience for advertisers and our entire channel.”

The standard is available publicly and will continue to evolve as the industry develops new venue types. We are looking forward to continued collaboration with other programmatic platforms as well as media owners to ensure we provide the best possible experience for advertisers.

“The DPAA has long been an advocate of cooperation within our industry to ensure we can maximize growth opportunities for Digital Out of Home (DOOH) Advertising as it evolves,” said Barry Frey, DPAA President and CEO. “Seeing technology platforms take action illustrates what can be accomplished when 'frenemies' come together to address an issue to benefit everyone in our industry. We applaud their efforts and look forward to the significant impact that the standard taxonomy will have on DOOH advertising in 2021 and beyond.”

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