Six leading digital out of home technology platforms are standardizing the way that ad inventory is named and defined.  See related post today. Here’s what people tell Billboard Insider about the initiative:

Anna Bager, President and CEO,  OAAA

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.  Of equal importance is the out of home industry’s collective commitment to developing the best possible experience for advertisers and our entire channel.

Chris Cowlbeck, General Manager, IBOUSA

Data consistency is a significant barrier for speed, efficiency and accuracy and a challenge in the OOH space.  Whether digital or static in delivery focus, standards will be helpful and one of the key reasons IBOUSA is an active member on Media Rating Council (“MRC”) standards committes and data service audits for accreditations.  Naming standards in my opinion should be coordinated with out OOH industry trade organization, OAAA, with consultation from MRC.

Ian Dallimore, VP Digital Growth, Lamar Advertising

The standardization of Digital OOH inventory is a massive step in the right direction for our industry for continued growth in the Programmatic ecosystem.  This will allow major brands transacting through DSPs to target and activate Digital OOH screens in a more seamless way as they are used to with other digital mediums

Adam Green, Broadsign Reach SVP and GM

While standardized venue taxonomies might not be the kind of announcement that turns a lot of heads, it is exactly the kind of initiative that removes unnecessary friction and allows faster growth in programmatic DOOH. This open-source project allows parties on both sides of the transaction to speak the same language when discovering and targeting screens and it has already seen significant adoption in the market. Hopefully it will be the first of many open initiatives to drive standardization and decrease the barriers to trading Out of Home Media.

Jonathan Gudai, Adomni

We recognized that digital out of home industry standardization and simplification are crucial factors to unlocking programmatic revenue.  Adomni is thrilled to participate in this important collaboration with fellow programmatic DOOH industry leaders.  We now speak the same language when referring to the physical world environments and types of screens through which we can target audiences.

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