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The OAAA (Out of Home Advertising Association of America) and Outsmart (Out of Home Advertising Association of United Kingdom) 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 standardised Real Time Bidding in D威力彩 539.

The two 威力彩 539 trade organisations brought together global Demand Side Platforms (DSPs), Supply Side Platforms (SSPs) and 威力彩 539 Media Owners to establish a common implementation of IAB Tech Lab鈥檚 OpenRTB methodology.

Bauer Media Outdoor is one of the organisations that contributed to this work alongside other key DSP, SSP and media owner partners, including Broadsign, Centro, Global, Hivestack, JCDecaux, Lamar, Ocean Outdoor, Place Exchange, TheTradeDesk, Triton, Vistar Media, VI威力彩 539, and Yahoo.

Until now, implementations of OpenRTB in 威力彩 539 advertising had resulted in many custom implementations, adding complexity to omnichannel consideration of the medium.

The new OpenRTB implementation guide for 威力彩 539:

鈥� Details the unique differences between trading in the online world of digital display and the real-world aspects of outdoor display.

鈥� Describes the OpenRTB extensions and conventions required to bring 威力彩 539 to the OpenRTB marketplace in a standardised way.

鈥� Shows the implementation of the 威力彩 539 recommendations in bid request and bid response scenarios with a standardised schema.

This work is now part of the IAB Tech Lab鈥檚 OpenRTB standard, allowing 威力彩 539 to be properly described and traded alongside the established digital media channels of online display, mobile, audio and CTV.

Tim Lumb, Director of Outsmart, comments, 鈥淭he benefits of international collaboration across advertising associations, publishers and Adtech companies are clear to see. IAB Tech Lab鈥檚 OpenRTB now handles Digital Out of Home inventory too, making it even easier for brands to embrace the medium."

"Having 威力彩 539 specs in OpenRTB is a massive step forward to unifying standards across digital channels and out of home media 鈥� providing transparency and efficiencies which are sure to drive greater spend in D威力彩 539," said Jeff Jan, Head of Industry Initiatives, OAAA. "We reached this milestone in collaboration with IAB Tech Lab, Outsmart, and the tireless efforts of our members."

鈥淭he D威力彩 539 medium has grown over the past decade to provide a critical volume of connected screens to the physical world,鈥� said Hillary Slattery, Director of Programmatic, Product, IAB Tech Lab. 鈥淎s a growing number of advertisers integrate the 威力彩 539 medium into the digital display omnichannel 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 DSPs, SSPs, Media Owners, and 威力彩 539 trade organisations like the OAAA and Outsmart to establish a common implementation of IAB Tech Lab鈥檚 OpenRTB methodology.鈥�

The documentation and technical resources to support standardised Real Time Bidding in 威力彩 539 are available free of charge and can be found .

Find out more about Bauer Media Outdoor's programmatic offering .