02nd June 2020
Outsmart, the trade body for the Out of Home advertising industry, and the IPA's outdoor specialists have announced the publication of OpenDirect (OOH) 1.5.1, a programmatic direct trading standard for the Out of Home industry.
The standard builds on the IAB Tech Lab’s OpenDirect common structure, with an extension for media owners and buyers to connect and transact inventory in an OpenDirect-compliant interface. For media owners, this means that they can make guaranteed inventory available in a programmatic marketplace. For buyers, this means they can programmatically access inventory for their customers. For the industry, a marketplace that uses OpenDirect means a more fluid movement of inventory and increased opportunity to overlay data to inform purchase and sale decisions and purchase directly.
OpenDirect (OOH) 1.5.1 is an extension of the IAB Tech Lab’s OpenDirect 1.5.1 schema, particularly around the ‘product targeting’ function, to accommodate the ‘real world’ aspects of Out of Home media in the dimensions of inventory, audience, delivery, distribution, pricing and prohibitions. It is also designed to support the programmatic trading of both ‘classic’ and ‘digital’ Out of Home media formats from billboards to vehicles to digital screen displays.
Adapting the IAB Tech Lab’s OpenDirect schema for Out of Home has been a strategic and technical goal for media organisations on both the buy and sell side of the Out of Home industry. Created on behalf of Outsmart and IPAO by the UKOOH Standards Committee the new standard offers increased workflow efficiencies across multiple media owners, greater control in products packaging, pricing, and delivery of media campaigns and a reliable means of programmatically trading directly. Whilst this work has originated in the UK, the standard has been built to facilitate international adoption and therefore improve cross border cooperation in an increasingly integrated marketplace.
The Out of Home companies that collaborated to establish the OpenDirect (OOH) standard include the media owners Clear Channel, Global, JCDecaux, Ocean Outdoor and the agencies Kinetic, Posterscope, Rapport and Talon.
Justin Cochrane, Chair of Outsmart, said: "This is an example of best-in-class collaboration across the Out of Home industry, which will continue to give brands even more reason to embrace Out of Home."
Chris Daines Chair of IPA’s Outdoor Committee said “We are proud of this collaborative project. Common standards are increasingly required in order to improve efficiency and data compliance in the assessment and transaction of Out of Home Advertising”
Amit Shetty Senior Director at IAB Tech Lab said: “OpenDirect provides a standard way for publishers to make their inventory available in any OpenDirect-compliant interface, which helps agencies and advertisers access premium inventory. The Out of Home collaboration to add channel-specific capabilities as an extension enables the global media industry to learn from the adoption of this project, refine as needed, and ideally merge the extension into the next version of OpenDirect.”
The OpenDirect-OOH 1.5.1 v1.0 specification documents are available at:
Notes to Editors:
Outsmart is the UK trade body for the Out of Home (OOH) industry. We collaborate with all parts of the industry to provide a central reference point for our members, aiming to protect and advance their relationships with the advertising community, the public and national and local government. For more information, please visit https://www.outsmart.org.uk/
The IPAO is the group of Out of Home Specialist agencies that are affiliated to the IPA which is the professional body that supports and represents UK advertising agencies, providing best practice standards, resources and tools to realise the potential of truly accountable and effective marketing.
About UKOOH Standards Committee
The UKOOH Standards Committee is a collaboration between Outsmart and IPAO with a focus on the development of common standards or data points which improve cross industry operational effectiveness and efficiency
About the IAB Technology Laboratory
Established in 2014, the IAB Technology Laboratory (Tech Lab) is a non-profit consortium that engages a member community globally to develop foundational technology and standards that enable growth and trust in the digital media ecosystem. Comprised of digital publishers, ad technology firms, agencies, marketers, and other member companies, IAB Tech Lab focuses on solutions for brand safety and ad fraud; identity, data, and consumer privacy; ad experiences and measurement; and programmatic effectiveness. Its work includes the OpenRTB real-time bidding protocol, ads.txt anti-fraud specification, Open Measurement SDK for viewability and verification, VAST video specification, and DigiTrust identity service.
For more information, please visit: https://iabtechlab.com