In this episode of the MadTech podcast, Anna Bager, CEO of the Out of Home Advertising Association of America (OAAA), joins ExchangeWire head of marketing Grainne Reid and COO Lindsay Rowntree to discuss key shifts in programmatic out-of-home and industry consolidation.

They look at the OAAA’s Programmatic OOH Transparency Pledge, the growth of the global out-of-home advertising market, and the European Commission’s unconditional approval of the Omnicon-IPG acquisition.

This week's news stories:

OAAA Unveils Programmatic Transparency Pledge

The Out of Home Advertising Association of America, in collaboration with leading programmatic platforms, has introduced the OAAA Programmatic OOH Transparency Pledge. They describe the pledge as a “unified set of principles designed to highlight the high standards that programmatic OOH adheres to and ensure trust and clarity in every transaction.” 

Key elements of the pledge include accurate and honest inventory representation, equitable transaction processes, transparent economics, reliable campaign reporting, and transparent data access. 

Global Outdoor Advertising market heads for $26.47bn

The global OOH advertising market is poised for significant expansion, according to findings from Allied Market Research. Valued at USD$16.29bn (£12.36bn) in 2024, the market is estimated to rise to USD$26.47bn (£20bn) by 2034. The growth is expected to be led by digital transformation, accelerated urbanisation and infrastructure development, the power of high reach and visibility, and integration into the omnichannel marketing mix. 

EU unconditionally approves Omnicom's acquisition of IPG

The EU Commission has unconditionally approved Omnicom Group's USD$13.25bn ($10bn) deal to buy its rival, Interpublic Group. The deal will merge the third and fourth largest ad buyers, creating the largest advertising network globally.