OpenOOH Venue Taxonomy 1.2 Planning Agenda

[jayshao]

Proposed Agenda for 6/24 Planning

Welcome [10m]

Venue Taxonomy [30m]

Discuss status of 1.1 Adoption

Implementation

• Samsung is working to 1.1 implementation
• Trade Desk is planning on 1.1 implementation
• Vistar is evaluating as part of Q3 roadmap
• Place Exchange is planning to update in the next few weeks
• VIOOH is planning to adopt in Q3

Depth-of-Taxonomy

• Vistar is not currently planning to expand to grand-children - in the interest of simplifying classification for media-owners, and based on limited demand from buyers for more granular targeting
• Place Exchange is working to provide fine-grained information - largely targeting providing fine-grained reporting (vs. targeting)
• Lucid is planning on filtering against children/grand-children
• TTD is mostly concerned with SSPs not supporting :) More detail is desirable, but no hard numbers on impacts to buyers today
• Verizon is using granular venues for Open Exchange buying, not as much for PMPs
• Within some categories (e.g. Transit) Taxis vs. Trains are pretty differentiated

RECOMMENDATION: Support at least 2 levels, receivers should understand the full depth of the specification

Discuss/Confirm major issues for 1.2

Consistency of implementation

• e.g. list vs. individual items
• making sure breaking changes don't break existing implementations
• every SSP is currently sending slightly different / nuanced implementations that require custom handling

Quality of examples in the documentation

• e.g. people sending lists in the id field...

Do people know about the spec?

• (esp. smaller media owners) are not necessarily aware the spec exists
• how do media owners engage with the specs? via the platforms they work with?
• 1.0 got feedback from GSTV, Simon... would we get feedback from smaller media owners?
  • one vector is via platform providers
  • other channels for promotion? OAAA? DPAA? should we build a set of contacts or working groups to partner with

Confirm target timeline/date for 1.2 release, and review process.

Target 1.2 for late-summer? Release by early-Sep? Possibly move to a 2x a year cadence?

• DPAA Summit in October could be an opportunity to socialize? Or do a session? Or syndicate and repeat it in a few places?

Other Standards Needs / Initiatives [20m]

Geopath/OAAA/Measurement

Screen ID?

Interested Parties

• Kumi @ Verizon
• Will @ TTD
• Matt @ Samsung
• Christian @ Vistar
• Bruno @ Hivestack
• Aura @ Broadsign
• Eric @ Lucit
• Jasleen @ VIOOH

Should we use Google Doc or some other tool for early-stage collaboration? e.g. Screen-ID?

Questions:

• Moving objects?
• Is there an 80/20 solution?
• How do we accomodate resellers?

Measurement Identification?

Creative Formats?

OAAA Programmatic Standards WG? / IAB?

Outsmart?