--- title: "Digital Outdoor Advertising Gets Programmatic" id: "37812" type: "post" slug: "digital-outdoor-advertising-gets-programmatic" published_at: "2017-04-18T14:26:15+00:00" modified_at: "2026-03-16T19:12:13+00:00" url: "https://associationsnow.com/2017/04/18/digital-outdoor-advertising-gets-programmatic/" markdown_url: "https://associationsnow.com/2017/04/18/digital-outdoor-advertising-gets-programmatic.md" excerpt: "Programmatic advertising continues to reshape the ad industry, and its latest move is headed outdoors. Thanks to new industry group standards, the efficiencies of programmatic advertising will be made possible to digital out-of-home spaces." taxonomy_category: - "Business Development" taxonomy_post_tag: - "Advertising" - "AssociationsNow" - "Business" - "outdoor media" - "programmatic" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" - "VP" taxonomy_persona: - "Industry Professionals" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Digital Outdoor Advertising Gets Programmatic Last week the Digital Place-Based Advertising Association (DPAA) [released its new digital out-of-home (DOOH) programmatic standards (opens in a new tab)](http://www.prnewswire.com/news-releases/dpaa-publishes-programmatic-standards-for-digital-out-of-home-media-300437450.html) . Produced in coordination with Prohaska Consulting, these standards will govern transactions made among buyers, sellers, individual brands, and the advertising technology community. For groups and associations considering advertising in outdoor spaces, these standards promise to create additional opportunities to target consumers. So, what exactly is programmatic advertising and what makes it so attractive? Essentially, as advertising becomes programmatic, [software replaces humans during the buying and selling transactions of digital ads (opens in a new tab)](https://digiday.com/media/what-is-programmatic-advertising/) . The benefits include increased efficiency, targeting capabilities, speed of transaction, and ROI. Additionally, according to [DPAA (opens in a new tab)](http://dp-aa.org/) President and CEO Barry Frey, the group’s annual survey of media planners shows that the [availability of programmatic capabilities in DOOH advertising will lead to increased media spending (opens in a new tab)](http://www.prnewswire.com/news-releases/dpaa-publishes-programmatic-standards-for-digital-out-of-home-media-300437450.html) . “These standards put DOOH in a leading position for programmatic adoption, providing exciting opportunities and enabling broad-based compliance that even television and radio have not yet achieved,” Frey [said in a news release (opens in a new tab)](http://www.prnewswire.com/news-releases/dpaa-publishes-programmatic-standards-for-digital-out-of-home-media-300437450.html) . And, it appears that [collaboration among partners (opens in a new tab)](https://www.mediapost.com/publications/article/298875/digital-out-of-home-group-bows-programmatic-standa.html) played a role in making this possible. The Outdoor Advertising Association of America and Interactive Advertising Bureau, as well as several demand-side platforms and media owners, [reviewed the standards and provided feedback (opens in a new tab)](http://www.prnewswire.com/news-releases/dpaa-publishes-programmatic-standards-for-digital-out-of-home-media-300437450.html) . To begin the introduction of programmatic into the world of outdoor advertising, DPAA formed three committees—tech specs, creative specs, and measurement—in March 2016. The tech committee was put in charge of creating DOOH-specific standards for the process of how programmatic buys are handled, and the creative committee put together a set of creative standards permitting advertisers to publish ads across most DOOH networks with just one set of creative assets. Now that the tech and creative specs have been finalized, the measurement committee will work with DPAA partners to determine how the results of programmatic transactions can be integrated with other outcomes that are being measured in DOOH buy. (mactrunk/iStock) [Lisa Zimmermann](https://associationsnow.com/author/lisa-zimmermann/) Lisa Zimmermann is a contributor to Associations Now. [More articles by this author](https://associationsnow.com/author/lisa-zimmermann/) Tags: [#Advertising](https://associationsnow.com/tag/advertising/) [#Business](https://associationsnow.com/tag/business/) [#outdoor media](https://associationsnow.com/tag/outdoor-media/) [#programmatic](https://associationsnow.com/tag/programmatic/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [VideoPartnerships that Drive Success: ASAE Strategic Partnership AllianceAugust 26, 2025](https://associationsnow.com/2025/08/26/partnerships-that-drive-success-asae-strategic-partnership-alliance/) - [VideoGenerate Leads and Brand Awareness: Master the ASAE MarketplaceJune 18, 2025](https://associationsnow.com/2025/06/18/generate-leads-and-brand-awareness-master-the-asae-marketplace/) - [VideoUrban Land Institute- Project Recovery: Rebuilding Los Angeles After the January 2025 WildfiresSeptember 24, 2026](https://associationsnow.com/2026/09/24/urban-land-institute-project-recovery-rebuilding-los-angeles-after-the-january-2025-wildfires/) - [PodcastAssociations NOW Presents: All for the Love of Chicago: Rethinking the Destination ExperienceSeptember 10, 2026](https://associationsnow.com/2026/09/10/associations-now-presents-all-for-the-love-of-chicago-rethinking-the-destination-experience/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2017%2F04%2F18%2Fdigital-outdoor-advertising-gets-programmatic%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !