OAAA Releases Updated OpenOOH Taxonomy To Advance Industry Standardization & Transparency

Updated venue classifications support scalable DOOH buying and aligns the medium more closely with the omnichannel media ecosystem

Published on Feb. 11, 2026

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The Out of Home Advertising Association of America (OAAA) has released an updated OpenOOH venue taxonomy, developed to bring greater transparency, clarity, and consistency to digital out of home (DOOH) buying and selling. The update responds to market demand for standardized venue definitions that support transacting DOOH at scale, aligning OOH more closely with the broader media ecosystem.

Why it matters

As OOH continues to play a more influential role in the modern advertising mix, the enhanced taxonomy is designed to integrate seamlessly with the planning, buying, and measurement tools used across digital, CTV, and other channels. Clear, consistent standards are seen as a growth engine for the industry, reducing friction, increasing confidence for buyers, and making OOH easier to plan, transact, and measure at scale.

The details

The taxonomy update was developed by the OpenOOH Taxonomy Working Group, now part of OAAA's Taxonomy Committee, with input from across the OOH industry. It expands the industry's existing taxonomy by introducing clearer distinctions between historically bundled formats and more granular classifications for fast-growing segments such as retail media and entertainment venues. The added clarity directly addresses buyer concerns by differentiating similar formats and bringing greater transparency to venue categories that are increasingly critical to integrated media planning.

  • The updated taxonomy was released on February 9, 2026.

The players

Out of Home Advertising Association of America (OAAA)

The national trade association representing the out of home (OOH) advertising industry, with a mission to protect, promote, and advance the medium.

Patrick Dolan

Chief Operating Officer of OAAA.

Premesh Purayil

Chief Technology Officer of OUTFRONT Media Inc.

Ari Buchalter

Chief Strategy Officer at Broadsign, previously the founder of Place Exchange.

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What they’re saying

“With OOH becoming ever more deeply integrated into cross-channel media planning, a shared, precise inventory language is essential. Clear, consistent standards are a growth engine for the industry—reducing friction, increasing confidence for buyers, and making OOH easier to plan, transact, and measure at scale. This evolved taxonomy aligns OOH with broader media standards and strengthens its role as a core component of the omnichannel media ecosystem.”

— Patrick Dolan, Chief Operating Officer of OAAA (billboardinsider.com)

“When buyers clearly understand what they are purchasing across platforms, it reduces friction, increases confidence, and accelerates investment. This updated taxonomy is a meaningful step toward more transparent, scalable DOOH buying and measurement.”

— Premesh Purayil, Chief Technology Officer of OUTFRONT Media Inc. (billboardinsider.com)

“OOH is truly unique among media channels, not just because of its unparalleled consumer reach and engagement, but for the quality, brand safety, and transparency of the medium itself. The latest evolution of the OpenOOH taxonomy provides buyers with clear, granular and actionable information about the physical environment of each individual display, enabling contextual targeting in the physical world with confidence and precision, universally across all platforms.”

— Ari Buchalter, Chief Strategy Officer, Broadsign (billboardinsider.com)

What’s next

The updated taxonomy is available now, and additional resources, including classification documentation and guidance for implementation, can be accessed on the OAAA website.

The takeaway

This taxonomy update is a significant step forward in aligning the OOH industry with broader media standards and enabling more transparent, scalable, and integrated DOOH buying and measurement across the omnichannel advertising ecosystem.