Adrian J Cotterill, Editor-in-Chief
The OAAA (Out of Home Advertising Association of America), OMA (Outdoor Media Association of Australia) and Outsmart (Out of Home Trade Association in UK) have announced that they have collaborated with IAB Tech Lab, the global digital advertising technical standard-setting body, to publish a comprehensive document and technical resources to support standardized Programmatic Guaranteed Direct trading across Classic and Digital Out of Home media.
OpenDirect 2.1 is the updated programmatic trading standard that allows OOH buyers to plan, buy, activate and report directly from premium publishers. OOH screens and billboards can be discovered, planned, traded, activated and reported using a common data driven trading standard.
The features supported in OpenDirect include:
- Searching for managed product inventory and guaranteed deals.
- Determining price and availability.
- Applying targeting and frequency constraints.
- Creating orders and adding lines.
- Uploading creative and assigning creative rules to booking lines.
- Reserving and booking inventory.
- Proof of Posting/Play.
Key organizations who contributed to this work include Clear Channel, Global, JCDecaux, Place Exchange, Publicis, WPP, Denstu and Omnicom.
Jeff Jan, EVP Strategy & Growth, OAAA told us “Embracing OpenDirect 2.1 represents a significant growth opportunity for the OOH industry. This update not only helps streamline our transactions but also greatly enhances our ability to integrate OOH with online and offline media, ensuring a more unified marketplace.”
The OpenDirect API enables buyers to plan and deliver a guaranteed OOH advertising campaigns alongside both ‘Online’ and ‘Offline’ premium inventory channels such as, Display, Mobile, Print, TV and Radio that can also use the OpenDirect trading method.
“The opportunity for true omnichannel advertising has grown exponentially over the past decade,” said Hillary Slattery, Director of Programmatic, Product, IAB Tech Lab. “As a growing number of advertisers integrate offline media into the funnel of online, mobile, audio, and CTV advertising, the importance of working with stakeholders across the programmatic ecosystem to establish a living, common language with standard definitions cannot be overstated. IAB Tech Lab is proud to collaborate with global Media Owners, Agencies and OOH trade organizations like OAAA, OMA and Outsmart to establish a common implementation of IAB Tech Lab’s OpenDirect methodology.”
See also this Tech Lab Guest Blog post ‘OpenDirect 2.1 for the Programmatic Guaranteed Trading of Both Traditional and Digital Media‘ by Tim Harvey, Founder, Knitting Media.
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