The Out of Home Advertising Association of America (OAAA) has released OpenDirect 1.5.1, an update to the specification that will allow OOH media companies to offer premium inventory though an automated workflow. Providing the benefits of programmatic, the spec provides a standard way for OOH publishers to make their inventory available in any OpenDirect-compliant interface where agencies and advertisers can reserve and purchase inventory.
In addition to making premium guaranteed inventory available to more buyers, adoption of OpenDirect 1.5.1 will open the doorway to controlled access and improved tracking of inventory across systems. It will also provide early visibility reporting and potentially reducing discrepancies down the road.
"Making OOH easier to buy is one of our primary goals – and this updated spec delivers," said Christina Radigan, Chief Marketing Officer, OAAA. "Establishing a consistent, reliable means for speeding the buying and selling of premium inventory will make a meaningful difference to our members and the advertisers they serve. Adoption will expedite transactions, reduce friction, and benefit the marketplace."
"Currently the exchange of excel documents between vendors and agencies is how inventory and availability is shared," said Ian Dallimore, Vice President of Digital Growth and General Manager of Programmatic, Lamar Advertising, and co-chair of the OAAA subcommittee that developed the spec updates. "By transitioning to automation, we are ensuring a timely more transparent workflow."