OAAA Forms Technical Advisory Council to Standardize OOH Advertising…

Event summary

OAAA launched its Technical Advisory Council (TAC) on October 8, 2026, to address shared technical challenges in OOH advertising.
TAC will focus on data standards, transaction automation, reporting, and integrations with omnichannel platforms.
Ian Dallimore of Lamar Advertising Company will chair the Council, with founding members from major OOH media owners.
TAC will work alongside OAAA’s Programmatic & Automation Center of Excellence to advance industry-wide standards.

The big picture

The formation of the Technical Advisory Council underscores the growing importance of technology in the OOH advertising sector. As digital and static inventory become more integrated with omnichannel platforms, standardization and automation are critical for maintaining competitive growth. The initiative reflects a broader industry trend toward collaborative governance to address technical fragmentation.

What we're watching

Standardization Progress: The pace at which the TAC can develop and implement consistent data definitions and API specifications across the OOH ecosystem.
Automation Impact: How the TAC’s focus on transaction and workflow automation will affect the efficiency of OOH campaign management.
Industry Alignment: Whether the collaboration between TAC and the Programmatic & Automation Center of Excellence can drive broader adoption of technical standards.