As out-of-home advertising continues to embrace new digital capabilities, the sector's trade body, Outsmart, and the IPA's outdoor specialists have announced the publication of a programmatic direct trading standard.
OpenDirect (OOH) builds on the IAB Tech Lab’s OpenDirect 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 wider 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.
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The Commission has proposed today an ambitious reform of the digital space, a comprehensive set of new rules for all digital services, including social media, online market places, and other online platforms that operate in the European Union:…
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