6 AdTech Leaders Join Forces to Improve Programmatic DOOH Standards for 2021

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The 6 adtech leaders include Adomni, Broadsign, Place Exchange, Verizon Media, VIOOH, and Vistar Media. They join forces to deliver parameters for defining programmatic DOOH inventory.

Ensuring a mutual understanding between the DOOH buyer and seller in the bid-stream and during the media transaction, these standards open up new inventory discovery opportunities, improve targeting, and promote greater knowledge equality within the programmatic DOOH industry.

Six leading digital-out-of-home (DOOH) technology platforms – Adomni, Broadsign, Place Exchange, Verizon Media, VIOOH, and Vistar Media, announced that they are coming together to bring standardization to digital-out-of-home venue (DOOH) data and help drive programmatic DOOH forward. Today, the consortium of ad tech innovators released a new set of recommendations, aligned with OpenRTB2.5, for labeling DOOH inventory in programmatic marketplaces based on screen type, audience and environment.

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A range of naming conventions are used across DOOH transactions today to classify the same type of screen and venue. For example, “Retail” and “Mall” have historically been used interchangeably. In a programmatic marketplace, this nomenclature variation introduces challenges for DOOH transactions, which typically involve inventory from multiple publishers selling via different supply-side-platforms (SSPs). The new set of recommendations aims to bridge that gap, and reduce fragmentation. It provides DOOH publishers and SSPs with a common set of specifications for identifying DOOH venues and screens by specific geospatial and physical parameters and describing the associated conditions, environment and/or surroundings.

“Retail,” for instance is classified as a “Parent” account with “Mall” considered a “Child” account underneath it along with other “Child” accounts such as “Gas Station,” “Pharmacy,” or “Grocery Store.”

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This new set of standards represents the first in a series of ongoing collaborations from the consortium aimed at developing and delivering global taxonomy and standards that can help propel DOOH into the programmatic ad tech mainstream.

Adomni is a programmatic advertising platform that easily connects brands and agencies with on-the-go consumers via real-world digital screens. Advertisers can target audiences via mobile location data and launch campaigns in minutes by using one of the fastest-growing DOOH networks in the world.

Broadsign is making it easier than ever for publishers, agencies and brands to harness the power of out-of-home and connect with audiences across the globe.

Place Exchange is the leading SSP for programmatic out-of-home and place-based media. Integrated with omnichannel DSPs, Place Exchange’s patented technology uniquely offers agencies and advertisers the opportunity to fully unify buying and measurement of OOH media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising.

Verizon Media, a division of Verizon Communications, Inc., houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and HuffPost to help people stay informed and entertained, communicate and transact, while creating new ways for advertisers and media partners to connect.

VIOOH is a leading global digital out-of-home (OOH) marketplace. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.

Vistar Media is the world’s leading end-to-end programmatic ecosystem for digital out-of-home (DOOH). Vistar Media’s demand-side platform (DSP) and supply-side platform (SSP) empower buyers and sellers to easily transact on DOOH inventory while applying intelligent data insights that improve media performance.

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