Out of Home Launches Technical Advisory Council Out of Home Advertising Association of America (OAAA) has revealed its Technical Advisory Council (TAC) a new council of leading media technology executives representing OOH media owners globally who are committed to addressing industry-wide technical challenges and boosting the planning buying measuring and integration of OOH.
Topics that the group will look to explore include: how technical infrastructure is built to support the direct and programmatic purchase of static and digital ad inventory; campaign workflow and performance reporting. Popular themes: data standards, automation of workflow, reporting, and attribution, omnichannel integrations, and emergent technology, like agentic AI.
From advertisers now practicing more unified media planning and demanding measurement for their campaigns, to uneven data definitions and siloed infrastructure that can disrupt the delivery of OOH campaigns, different standards and systems are creating obstacles. As part of the TAC’s work to develop shared technical standards and practices in OOH, we’re helping media owners align their inventory and campaign management with the systems advertisers use today.
The council will focus on consistent data definitions and venue classifications across static and digital inventory, alongside application programming interface (API) specifications that improve connections between OOH inventory and omnichannel planning and buying platforms.
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“Technology is increasingly central to how OOH competes and grows, and many of the challenges facing our industry can’t be solved by individual companies working alone,” said Patrick Dolan, Chief Operating Officer of OAAA. “The Technical Advisory Council gives media owners a forum to identify where we have common challenges, align around practical solutions and work together to make OOH easier to transact and integrate across the broader advertising ecosystem.”
Advancing Automation and Measurement
The TAC will develop protocols to support more automated advertising workflows, from campaign planning and ordering through proof of performance. It will also examine interoperable approaches to reporting, impression verification, and attribution across different OOH formats.
These efforts are intended to reduce operational complexity and make OOH campaigns easier to execute and evaluate. The council will also explore technical standards that strengthen connections between OOH and adjacent advertising channels, including retail media and connected TV (CTV).
Bringing Industry Technology Leaders Together
The council’s first chairman will be Ian Dallimore, Vice President Digital Growth, General Manager Programmatic at Lamar Advertising Company.
Orange Barrel Media, JCDecaux North America, Adams Outdoor Advertising, OUTFRONT Media, Clear Channel Outdoor Intersection Branded Cities, and Interstate Outdoor are founding members of the coalition. The coalition will form working groups to share recommendations, technical standards and resources for adoption by member companies throughout the OOH ecosystem.
“OOH is at a point where greater technical alignment can unlock real opportunity for the industry,” said Dallimore. “Media owners are solving many of the same challenges every day. Bringing that expertise together gives us an opportunity to find common ground, reduce unnecessary complexity and make it easier for OOH to connect with the systems advertisers already use.”
Strengthening Omnichannel Advertising Integration
The Technical Advisory Council will collaborate with OAAA’s Programmatic and Automation Center of Excellence, which is dedicated to accelerating programmatic and automation growth, increasing OOH’s integration with systems within agencies, brands, and technology providers.
The combined efforts of the coalition will be used to evaluate industry-wide challenges, as well as develop solutions and accelerate adoption of standard practices. The coalition will work to establish common standards for OOH that lead to more integrated, transparent, and efficient media planning and buying.