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OAAA Partners With IAB Tech Lab For OpenRTB

The Out of Home Advertising Association of America [1] (OAAA) has announced a collaboration between the OAAA Programmatic and Automation Committee and IAB Tech Lab [2] to integrate digital out of home into OpenRTB (Real-Time Bidding) specifications. OpenRTB is the industry-standard protocol for the buying and selling of ad inventory across the programmatic landscape.

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. Leslie Lee, Vice President of Marketing at Vistar Media, and Ian Dallimore, Vice President of Digital Growth and GM of Programmatic at Lamar Advertising, will serve as the group’s co-chairs. The two trade organizations expect to jointly publish finalized specs before year end.

To learn more about the OAAA and IAB Tech Lab collaboration and participate in the task force, please email karen@oaaa.org or support@iabtechlab.com.

Established in 2014, the IAB Technology Laboratory (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 ecosystem. 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. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and Project Rearc initiative for privacy-centric addressability.