By: M4G Bureau
Last updated : December 05, 2017 6:53 pm
Programmatic approach is seen to boost DOOH targeting ability, efficiency, speed of transaction and ROI
Barry Frey, DPAA president & CEO, was recently quoted in a media report as saying: "In recent years, our annual survey of media planners consistently has shown that programmatic availability will lead to higher levels of spending on DOOH media, which is not surprising since programmatic boosts targeting ability, efficiency, speed of transaction and ROI. These standards put DOOH in a leading position for programmatic adoption, providing exciting opportunities and enabling broad-based compliance that even television and radio have not yet achieved."
Prohaska Consulting was tasked by the DPAA due to the firm's deep understanding of the programmatic marketplace, sensitivity to the complexity of DOOH media and ability to coordinate with existing Open RTB standards. Prohaska Consulting facilitated communications among DPAA members and other constituencies, developed the standards, obtained and incorporated feedback, and encouraged consistency across the ecosystem. In addition to DSPs, the Outdoor Advertising Association of America (OAAA) and Interactive Advertising Bureau (IAB) have also reviewed and weighed in on the standards.