OAAA debuts technical advisory council to drive automation, integration

The Out of Home Advertising Association of America has launched a Technical Advisory Council, 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, according to a press release reported by Digital Signage Today.

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 include data standards and taxonomies, transaction and workflow automation, reporting and attribution, integrations with omnichannel platforms, and emerging technologies such as agentic AI.

Patrick Dolan, chief operating officer of OAAA, said the council gives media owners a forum to identify common challenges and align around practical solutions. "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," he said in the release.

Dolan added that the council will work to make OOH easier to transact and integrate across the broader advertising ecosystem.