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Programmatic & Automation
Center of Excellence

Positioning OOH for the next generation of data-driven and AI-powered advertising.

The OAAA Programmatic & Automation Center of Excellence brings together media owners, technology providers, agencies, brands, and industry leaders to advance the future of OOH.

OUR MISSION

To grow out of home (OOH) industry revenue by encouraging data-driven advertising, establishing best practices, driving innovation, and enabling scalable, transparent, and measurable programmatic solutions.

THREE KEY IMPERATIVES

ACCELERATE ADOPTION
ACCELERATE ADOPTION

Make programmatic OOH easier to understand, access, plan, and activate across the ecosystem.

ENHANCE EFFICIENCY
ENHANCE EFFICIENCY

Advance standards, automation, and interoperability to simplify workflows and make OOH easier to transact at scale.

DELIVER IMPACTFUL RESULTS
DELIVER IMPACTFUL RESULTS

Strengthen measurement, transparency, and data-driven capabilities that demonstrate the value of OOH.

Turning industry collaboration into action

The Center focuses on key areas that will help unlock the full potential of programmatic and automated OOH. Interested? Email [email protected]

Standards & Best Practices

Develop and publish guidance that creates greater consistency, transparency, and scalability.

Research & Measurement

Produce research, benchmarks, and measurable proof points that demonstrate the value and impact of programmatic OOH.

Technology & Innovation

Help OOH keep pace with advancements including automation and agentic AI, while collaborating on industry standards.

Education & Industry Advancement

Bring the industry together through events, communications, and advocacy that increase understanding and visibility of programmatic OOH.

WHAT TO EXPECT
From ideas to industry resources

The Center of Excellence will translate its priorities into tangible resources and initiatives, including an annual benchmark study, educational programming, industry events, and more.

Industry standards and best-practice guidance

Original research and an annual benchmark study

Educational programming and industry forums

Technology-focused events and initiatives

Collaboration with OAAA committees and industry partnersThought leadership, communications, and advocacy

Thought leadership, communications, and advocacy

Center of Excellence Board

Ari Buchalter

Chief Strategy Officer, Broadsign, OAAA Advisory Board Chair

Chris Gadek

CEO, AdQuick

Norm Chait

VP, US Marketplace, Perion

Leslie Lee

SVP, Marketing, Vistar Media

Ludovic Menard

CPO, VIOOH

OAAA Leadership

Patrick Dolan 

Chief Operating Officer

Ashwini Karandikar

OAAA Executive Lead