OAAA Launches Technical Advisory Council for OOH Industry Standards
2026-10-14 · via DailyDOOH
The Out of Home Advertising Association of America has formed a Technical Advisory Council to address shared technical problems across the out of home media business, according to the association. For digital signage operators and network owners who deal with programmatic buying, reporting and cross-platform integration, this is a signal that the industry's biggest players are trying to standardize the plumbing that connects screens to ad buyers.
The council's remit covers both static and digital OOH inventory, according to OAAA, including how inventory is defined, how orders move between systems, and how delivery and performance get reported. Initial priorities listed in the announcement include data standards and taxonomies, transaction and workflow automation, reporting and attribution, integrations with omnichannel platforms, and emerging technologies such as agentic AI.
Ian Dallimore, VP of Digital Growth and GM of Programmatic at Lamar Advertising, will chair the council. Founding members include technology and digital leaders from Orange Barrel Media, JCDecaux North America, Adams Outdoor Advertising, OUTFRONT Media, Clear Channel Outdoor, Intersection, Branded Cities and Interstate Outdoor. That roster covers a large share of the major OOH media owners in North America, which matters because standards efforts in this industry tend to stall when the biggest companies sit them out.
What the council says it will build
According to OAAA, the group plans to develop consistent data definitions and venue classifications across static and digital inventory, API specifications for connecting OOH inventory to omnichannel planning and buying platforms, protocols for more automated workflows from ordering through proof of performance, interoperable approaches to impression verification and attribution, and technical standards linking OOH to retail media and CTV.
For operators running digital screens, the practical hope here is less friction when campaigns need to span OOH, retail media networks and connected TV through the same buying systems. The announcement does not specify a timeline for when any of these frameworks or standards will be published, nor does it say whether participation or compliance will be mandatory for OAAA members.
The Technical Advisory Council will work alongside OAAA's Programmatic & Automation Center of Excellence, launched in September and chaired by Ari Buchalter of Place Exchange by Broadsign. OAAA describes the Center as focused on programmatic growth and automation, while the new council has what it calls a broader mandate covering the full range of technical issues facing media owners.
The announcement names only media owner representatives as founding members. It does not mention technology vendors, CMS providers or ad tech platforms as participants, which leaves open how standards developed by media owners alone will get adopted by the broader software ecosystem that operators actually use to run their networks.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
New @YourOAAA Technical Advisory Council
The Out of Home Advertising Association of America (OAAA) has announced the launch of its Technical Advisory Council (TAC), bringing together technology leaders from across the OOH media owner community to solve shared technical challenges and make out of home easier to plan, buy, measure and integrate across the broader advertising ecosystem.
The TAC’s remit spans the full OOH business, from static and digital inventory to direct and programmatic transactions. The Council will focus on the technical infrastructure that powers OOH campaigns, including how inventory is defined, how orders move between systems, and how delivery and performance are reported. Initial priorities will include data standards and taxonomies, transaction and workflow automation, reporting and attribution, integrations with omnichannel platforms, and emerging technologies such as agentic AI.
“Technology is increasingly central to how OOH competes and grows, and many of the challenges facing our industry can’t be solved by individual companies working alone,” said Patrick Dolan , Chief Operating Officer of OAAA. “The Technical Advisory Council gives media owners a forum to identify where we have common challenges, align around practical solutions and work together to make OOH easier to transact and integrate across the broader advertising ecosystem.”
Ian Dallimore , VP of Digital Growth & GM of Programmatic at Lamar Advertising Company, will serve as the Council’s inaugural Chair. Founding members also include Graham Conzett, Director of Technology, Orange Barrel Media; Mark Costa, Chief Digital Officer, JCDecaux North America; Lauren Haag, Chief Technology Officer, Adams Outdoor Advertising; Premesh Purayil, Chief Technology Officer, OUTFRONT Media; Wade Rifkin, EVP/GM, Programmatic + Commerce, Clear Channel Outdoor; Nitin Shriram, Chief Technology Officer, Intersection; Shawn Taylor, Vice President of Digital and Innovations, Branded Cities; and James Thomas, Director of Digital Growth and Programmatic Operations, Interstate Outdoor.
Ian told us “OOH is at a point where greater technical alignment can unlock real opportunity for the industry. Media owners are solving many of the same challenges every day. Bringing that expertise together gives us an opportunity to find common ground, reduce unnecessary complexity and make it easier for OOH to connect with the systems advertisers already use.”
The TAC will develop practical frameworks and technical standards that can be adopted across the OOH ecosystem, including:
Consistent data definitions and venue classifications across static and digital inventory
API specifications that improve how OOH inventory connects with omnichannel planning and buying platforms
Protocols that support more automated workflows, from planning and ordering through proof of performance, as well as emerging AI-driven planning and buying
Interoperable approaches to reporting, impression verification and attribution across formats
Technical standards that make it easier to connect OOH with channels such as retail media and CTV
The Council will establish working groups around these priorities, bringing together technical experts from participating companies to develop recommendations, standards and resources that can be applied across the industry.
The Technical Advisory Council will work in close coordination with OAAA’s Programmatic & Automation Center of Excellence , whose Advisory Board is chaired by Ari Buchalter of Place Exchange by Broadsign. Launched in September, the Center focuses on advancing programmatic growth, automation and stronger connections between OOH and the systems used by agencies, brands and technology partners. The TAC complements that work with a broader mandate, bringing media owners’ technology and operations leaders together to address technical challenges across the full OOH business. Together, the two initiatives provide a framework for identifying industry-wide barriers, developing practical solutions and accelerating adoption across the OOH ecosystem.
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