IAB HK DOOH Glossary 2021

Introduction

The Digital Out-of-Home (DOOH) industry has grown significantly over the past few years and has now evolved to a point where advertising is increasingly bought programmatically. This glossary marks the first time that the industry has come together to agree on a set of shared terms across  multiple areas, including measurement, programmatic and targeting. The aim for this glossary is to make DOOH more accessible to advertisers, while also improving transparency and sustainability for this burgeoning sector. This edition of the glossary was adapted from an original version introduced to IAB Hong Kong by VIOOH and was first developed in the UK by the IAB DOOH Group, with validation from Outsmart, the OOH industry organization. The goal is to drive adoption globally and use this as a base to develop a set of cross-industry standards. The glossary has been developed by the Programmatic Committee of IAB HK.

IAB Hong Kong Programmatic Committee

This committee focuses on evaluating the value and potential of Programmatic Advertising. This includes evaluation of the programmatic advertising ecosystem and terminology, disclosure principles, ad performance evaluation, opportunities/obstacles by platform, scalable/custom solutions, consumer perceptions, messaging and more.

Programmatic Committee Members

Johnnie Leung (Lead), Business Development Director, The Trade Desk

Jimmy Poon, Head of Sales and Trading, Blis

Sharon Chan, Data Strategy Lead, Google

Andy Chung, Managing Director, GroupM (Xaxis)

Sally Ng, Vice President of Sales, HK & Taiwan, Hivestack

Franny Geng, Associate Director, Digital Product, SCMP Hearst

Jenny Tsang, Programmatic Advertising Lead, Verizon Media

Published April 2021

Please address any questions or comments about this blog to 

Alvina Chan, Secretariat Office, IAB (Hong Kong) - alvina.chan@iabhongkong.com