OAAA Launched Programmatic Automation Center
The trade association debuted a new hub to standardize and automate out-of-home advertising workflows.
Updated on Oct. 8, 2026 in Advertising
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The Out of Home Advertising Association of America has launched the Programmatic & Automation Center of Excellence. The new initiative aims to streamline OOH processes and modernize the industry through improved standardization.
Why it matters
The organization seeks to reduce friction for media buyers while increasing the adoption of programmatic technology. By automating manual tasks and static inventory sales, the center intends to foster broader industry growth.
Digital out-of-home campaigns captured 38.4% of total out-of-home advertising spend during the second quarter of 2026. This segment grew by 18.5% compared to the prior year.
The players
Out of Home Advertising Association of America
The national trade association represents the interests of the out-of-home advertising industry.
Patrick Dolan
He serves as the chief operating officer of the Out of Home Advertising Association of America.
The details
The new center focuses on workflow automation, reporting, and omnichannel media integration. It utilizes consulting services and industry listening sessions to refine data structures and evaluate future agentic AI standards.
Timeline
Digital out-of-home campaigns represented 38.4% of total out-of-home advertising spend in Q2 2026.
The Programmatic & Automation Center of Excellence was launched in late September 2026.
Market Landscape
The formation of the center marks a strategic consolidation of industry standards to compete with other digital media channels. It positions the association to accelerate the transition from manual sales to automated, programmatic workflows.
Media buyers can expect reduced operational friction when purchasing inventory through updated automated systems. These improvements are designed to facilitate easier access to both digital and static out-of-home media assets.
The takeaway
The move signals a pivotal push toward unifying digital and traditional billboard technology into a single, cohesive ecosystem. Businesses should prepare for increased reliance on AI-driven taxonomy as the industry moves to finalize its updated media standards.
Further reading
For broader context on current shifts in the media industry, visit the Advertising section.
Source note: This article includes information reported by AdExchanger.
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