Newly-launched DOOH Taskforce aims to simplify and drive transparency across programmatic supply chain

Hivestack, the largest independent, global programmatic digital-out-of-home (DOOH) advertising platform has announced that the company’s Chief Technology Officer (CTO), Mina Naguib has been appointed as Chairman of Prebid’s DOOH Taskforce.

The Prebid DOOH Taskforce’s purpose is to enhance the Prebid framework with DOOH support and designing what the DOOH format looks like in the Prebid framework (compared to display, video-instream, video-outstream, etc.) websites, and work with other committees on new and improved documentation.

Naguib commented on the appointment: “I am thrilled to accept the Chair of this important task force. We believe that the Prebid DOOH Taskforce will help address an important and emerging complexity for DOOH publishers. With the exciting emergence of many DOOH SSPs, there is a need to assist DOOH publishers to simplify the supply chain with a fair, open and transparent means to mediate across programmatic sources. I’m looking forward to working with all committee members to establish and prioritize roadmap items, discuss development plans and oversee contributions to open source code that can freely be used by the entire DOOH ecosystem. Furthermore, we firmly believe that the Prebid organization is the best place to make this happen.”

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Prebid has historically been one of the most important organizations in driving growth across all media channels. Almost all header bidders in digital advertising today are based on Prebid’s specification. Hivestack believes that history is about to repeat itself and is applicable to DOOH advertising. As a means to encourage adoption, the company is readying its own ad server to incorporate Prebid open source code that will be produced by the Prebid DOOH Taskforce. In addition, Hivestack will enable its supply-side platform to be called from all other ad servers in an open and transparent way.

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