<aside> 💡 Current programmatic flow

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🧭 Current State

• The IAB Tech Lab has added support for DOOH advertising in the release of OpenRTB 2.x.
• Various companies have contributed to additional of DOOH in the OpenRTB protocol, including trade organizations like Out of Home Advertising Association of America (OAAA) and Out of Home Advertising Association of United Kingdom (Outsmart), as well as AdTech companies and media owners, including Broadsign, Centro, Clear Channel, Global, Hivestack, JCDecaux, Lamar, Ocean Outdoor, Place Exchange, TheTradeDesk, Triton, Vistar Media, VIOOH, and Yahoo.
• The introduction of the OpenRTB protocol in DOOH has addressed many of the challenges that companies faced with buying, selling and measuring digital out-of-home ads, such as showing one impression to multiple people, reporting issues associated with auction win notifications and ad views, and issues around the location of where DOOH ads are displayed.
• The addition of new objects in Open RTB 2.x means that companies now have a standardized way to communicate and transact with each other when buying, selling and measuring DOOH ads.

🔍 What is added recently in Open RTB 3.0

Even though AdTech companies and media owners have been able to transact DOOH inventory using the OpenRTB protocol for a few years now, there was no standardization.

This meant that every player would have to create a custom integration to facilitate the RTB process, which not only required additional technical resources costing time and money, but also made the whole process fragmented.

The addition of DOOH advertising to the OpenRTB protocol has meant that companies now have a standardized way to communicate and transact with each other.

Below are the key objects for DOOH advertising in OpenRTB 2.x as per the IAB Tech Lab’s implementation notes:

⚖️ Specification change for DOOH