Benefits Buyers and Sellers by Expanding Opportunities for Targeting and Transacting.
Creative & Technical Specs Work Led by Prohaska Consulting and Published after Thorough Review by Market and Stakeholders.
NEW YORK, April 10, 2017– The Digital Place Based Advertising Association (DPAA) has released programmatic standards for the digital out-of-home (DOOH) industry, as part of an ongoing process to facilitate DOOH transactions.
The standards will benefit all stakeholders – buyers, sellers, brands and the ad-tech community – by expanding opportunities for buyers to target audiences and purchase DOOH media programmatically. They have been produced in coordination with DPAA companies, with leadership provided by Prohaska Consulting and published on the DPAA’s website. The standards have been reviewed by Demand-Side Platforms (DSPs) and media owners.
Barry Frey, DPAA president & CEO, said, “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.”
Frey said that many of DPAA’s members already comply with the standards. This positions DSPs well to put this new functionality to work for their clients and their increasing DOOH budgets. Continue reading