In partnership with Prohaska Consulting, the Digital Place Based Advertising Association (DPAA) announced on Monday that it has codified programmatic standards for the digital out-of-home (DOOH) industry.
The process of developing DOOH programmatic standards started back in March of 2016. The DPAA set up three committees: tech specs, creative specs and measurement. With the release of standards for tech and creative specs, the measurement committee now has the task of working with DPAA partners to develop measurement standards.
A number of demand-side platforms (DSPs) and media owners have reviewed the standards, including AppNexus, DoubleClick Bid Manager, MediaMath, The Trade Desk, Turn and Videology.
"In recent years, our annual survey of media planners consistently has shown that programmatic availability will lead to higher levels of spending on DOOH media, which is not surprising since programmatic boosts targeting ability, efficiency, speed of transaction and ROI,” stated DPAA President and CEO Barry Frey. “These standards put DOOH in a leading position for programmatic adoption, providing exciting opportunities and enabling broad-based compliance that even television and radio have not yet achieved."
Frey stated that many DSPs are already on board and have been complying with the standards.
"From an agency standpoint, there is no question that uniform programmatic standards for digital out-of-home media will help level the playing field from a planning perspective,” stated Steven Kaufman, managing director of programmatic for OMD USA. “We look forward to seeing the standards become widely adopted and having the DOOH sector brought into the programmatic mainstream."
"Applying standards to digital-out-of-home advertising is critical for both media owners and media buyers in order to scale this important channel, and we are eager to see them implemented,” stated Boaz Ram, group manager for product management at Adobe’s TubeMogul.