OAAA builds a centre of excellence to push DOOH into programmatic

Digital out-of-home accounted for 38.4% of OOH spend in Q2, an 18.5% growth rate year on year, per the Out of Home Advertising Association of America. The trade body has launched a Programmatic & Automation Center of Excellence around standardisation, workflow automation and agentic AI, reporting and attribution, and omnichannel and retail media, with chief operating officer Patrick Dolan, a co-founder of IAB Tech Lab, arguing the channel's next constraint is adoption, not capability.