OAAA is Establishing Guidelines for Programmatic Transactions

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The Out of Home Advertising Association of American (OAAA) has launched a working group charged with establishing standards for OpenRTB. Real-Time Bidding (RTB) is a platform and protocol that allows bidding as a method for transacting media, making it possible for ad impressions to go “up for auction” in real-time. This is accomplished through a programmatic exchange with the ability to serve ads to OOH screens directly based on demographic, psychographic, or behavioral audience profiles.