IAB
Standards body · New York, NY, USA
The Interactive Advertising Bureau (IAB) is a US-based industry organization that develops standards, guidelines, and best practices for digital advertising, and it maintains a growing set of resources specific to out-of-home and digital out-of-home (DOOH). Through its guidelines program, IAB has published a DOOH Measurement Guide intended to bring clarity and consistency to a landscape it describes as challenged by inconsistent measurement standards and fragmented practices; the guide helps buyers and sellers align on a shared framework for evaluating DOOH performance, covering measurement methodologies, attribution, audience targeting, and programmatic buying. IAB has also released a Digital Out of Home and In-Store Retail Media Playbook addressing omnichannel and closed-loop measurement.
On the technical side, IAB Tech Lab has standardized how DOOH inventory is handled programmatically within the OpenRTB specification, working alongside OOH bodies such as the OAAA and Outsmart. Headquartered in New York, IAB is not an OOH-only association, but these DOOH-specific standards and playbooks make it a relevant reference for the out-of-home industry's digital and programmatic development.