OAAA Launches Programmatic Center to Standardize Out-of-Home…

Event summary

OAAA launched its Programmatic & Automation Center of Excellence on September 24, 2026.
Ari Buchalter (Broadsign) named Advisory Board Chair, Ashwini Karandikar as Executive Lead.
Center will focus on standardization, workflow automation, reporting, and omnichannel integration.
Founding members include AdQuick, Broadsign, Perion, VIOOH, and Vistar Media.
Initial initiatives include a Buyer Listening Session and an industry benchmark study.

The big picture

The OAAA's Programmatic & Automation Center of Excellence aims to modernize the out-of-home advertising ecosystem, addressing long-standing operational gaps between buyers and sellers. This initiative reflects broader industry trends toward automation and omnichannel integration, positioning OOH to compete more effectively in the digital advertising landscape. The success of this effort will hinge on the Center's ability to align stakeholders around common standards and practical frameworks.

What we're watching

Standardization Progress: The pace at which the Center can establish unified data constructs and machine-readable frameworks will determine OOH's integration into omnichannel planning tools.
Automation Adoption: Whether the industry can replicate the frictionless ease of digital media procurement through workflow automation and agentic AI.
Omnichannel Integration: How OOH's positioning alongside retail media networks and connected TV will amplify full-funnel brand storytelling.