The Out of Home Advertising Association of America (OAAA) today announced the launch of its Technical Advisory Council (TAC), 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.
The TAC’s remit spans the full OOH business, from static and digital inventory to direct and programmatic transactions. 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 will include data standards and taxonomies, transaction and workflow automation, reporting and attribution, integrations with omnichannel platforms, and emerging technologies such as agentic AI.
“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,” said Patrick Dolan, Chief Operating Officer of OAAA. “The Technical Advisory Council gives media owners a forum to identify where we have common challenges, align around practical solutions and work together to make OOH easier to transact and integrate across the broader advertising ecosystem.”
Ian Dallimore, VP of Digital Growth & GM of Programmatic at Lamar Advertising Company, will serve as the Council’s inaugural Chair. Founding members also include Graham Conzett, Director of Technology, Orange Barrel Media; Mark Costa, Chief Digital Officer, JCDecaux North America; Lauren Haag, Chief Technology Officer, Adams Outdoor Advertising; Premesh Purayil, Chief Technology Officer, OUTFRONT Media; Wade Rifkin, EVP/GM, Programmatic + Commerce, Clear Channel Outdoor; Nitin Shriram, Chief Technology Officer, Intersection; Shawn Taylor, Vice President of Digital and Innovations, Branded Cities; and James Thomas, Director of Digital Growth and Programmatic Operations, Interstate Outdoor.
The TAC will develop practical frameworks and technical standards that can be adopted across the OOH ecosystem, including:
- Consistent data definitions and venue classifications across static and digital inventory
- API specifications that improve how OOH inventory connects with omnichannel planning and buying platforms
- Protocols that support more automated workflows, from planning and ordering through proof of performance, as well as emerging AI-driven planning and buying
- Interoperable approaches to reporting, impression verification and attribution across formats
- Technical standards that make it easier to connect OOH with channels such as retail media and CTV
The Council will establish working groups around these priorities, bringing together technical experts from participating companies to develop recommendations, standards and resources that can be applied across the industry.
The Technical Advisory Council will work in close coordination with OAAA’s Programmatic & Automation Center of Excellence, whose Advisory Board is chaired by Ari Buchalter of Place Exchange by Broadsign. Launched in September, the Center focuses on advancing programmatic growth, automation and stronger connections between OOH and the systems used by agencies, brands and technology partners. The TAC complements that work with a broader mandate, bringing media owners’ technology and operations leaders together to address technical challenges across the full OOH business.