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Center of Excellence

The Programmatic & Automation Center of Excellence is an industry-led initiative launched by OAAA to advance the future of out of home advertising. The Center brings together media owners, technology providers, agencies, brands, and industry leaders to make OOH easier to plan, buy, measure, and integrate within today’s omnichannel media landscape.

Through collaboration, research, and the development of industry standards, the Center is modernizing workflows, advancing automation, establishing consistent measurement and attribution frameworks, and positioning OOH for the next generation of data-driven and AI-powered advertising.

Center of Excellence Board

Ari Buchalter

CEO, Place Exchange, OAAA Advisory Board Chair

Chris Gadek

CEO, AdQuick

Norm Chait

VP, US Marketplace, Perion

Leslie Lee

SVP, Marketing, Vistar Media

Gavin Wilson

Global Chief Commercial Officer, VIOOH

Ludovic Menard

CPO, VIOOH

OAAA Leadership

Patrick Dolan 

Chief Operating Officer

Ashwini Karandikar

OAAA Executive Lead

Four Core Operational Pillars

Standardization & Syntax

Establish unified data constructs and machine-readable frameworks to allow ingestion into agency omnichannel planning tools.

Workflow Automation 

Build clear “plug-and-play” blueprints for automated supply-side setups, prepping the industry for future machine-driven OOH (Buyer/Seller/Technology) agent frameworks.

Understanding Measurement Requirements 

Develop and champion standardized attribution models that provide advertisers with the same transparency and analytics they expect from digital channels.

Omnichannel & Retail 

Strategically position OOH alongside accelerating channels like Retail Media Networks (RMNs) and Connected TV (CTV) to amplify full-funnel brand storytelling.