"Traditionally, digital out-of-home (OOH) inventory is grouped by venue type. But programmatic buyers want to know exactly what they're bidding on - which is why generic categories like "retail" or "transit" just don't cut it anymore. Not to mention that when publishers and SSPs lump together media of varying quality, it undermines transparency and makes programmatic buyers think twice about OOH."
"On Tuesday, the Out of Home Advertising Association of America (OAAA) introduced a fix: an updated version of its OpenOOH venue taxonomy, first launched in 2020. As part of the release, OAAA is also folding its OpenOOH Taxonomy Working Group, which designed the new spec last year, into its OAAA Taxonomy Committee, which will develop and maintain the standard. Becoming more programmatic-friendly Programmatic advertisers need an easier way to use OOH inventory as an extension of their omnichannel campaigns,"
OAAA introduced an updated OpenOOH venue taxonomy to provide finer-grained classification for digital out-of-home inventory. The update folds the OpenOOH Taxonomy Working Group into the OAAA Taxonomy Committee, which will develop and maintain the standard. Programmatic advertisers require precise inventory definitions to use OOH as an extension of omnichannel campaigns, especially for retail media and CTV buys. OOH ad revenue has grown for 18 consecutive quarters, reaching $2.13 billion in Q3, but programmatic open-auction buying represents only a fraction of spend. The new taxonomy introduces a parent/children/grandchildren structure to increase classification detail.
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