OpenOOH Venue Taxonomy 1.1-DRAFT1 Review Agenda

[jayshao]

Proposed Agenda for 3/5 Release Review

Welcome [10m]

Discuss status of 1.1-DRAFT1 [10m]

• 1.1 Milestone issues tagged
• Branch working-1.1

Discuss/Confirm major issues for 1.1 [30m]

a. "Help Wanted" Items for particular review
b. String Deprecation - leaving strings as they are for now
c. Ignoring unknown children as standard behavior for DSPs
d. Transit "inside vs. outside" the vehicle and the parent category definitions
e. Grandchild descriptions

Confirm target timeline/date for 1.1 release, and review process. [10m]

a. Incorporate issues into a 1.1 DRAFT1 for community review by 5 Mar 21
b. Open review and comment from 8 Mar 21 -> 19 Mar 21
c. (near-final) 1.1 DRAFT2 for community review by 22 Mar 21
d. 1.1 Release 31 Mar 21
e. Drive adoption with current and new partners

[jayshao]

Handling Unknown Venue Types

How null is treated is an involved question... In discussion given a couple of scenarious, most parties seemed to agree that:

1. If only 1 category is provided, and it is unknown to the DSP, treat it as if null or not present
2. If multiple categories (hierarchal) are provided, and the grandchild or child nodes are unknown to the DSP, treat unknown or not present

In both cases, "unknown" values are generally expected to be handled with:

• if there is venue-specific targeting, a campaign would not be eligible
• if there is no venue-specific targeting, a campaign would bid, and if won report on the category is "Empty" or "Unknown" or "Null" - consistent with the platform convention
• if a DSP provides loss notification, it may be appropriate to send a specific loss notification for this reason

Should we include version strings in the wire protocol?

• would it be useful for DSPs? - it might be useful
• does it have interpretations on how to read the information?
• if we're not sure - should we omit it to keep the spec small

Transit - Inside/Outside

For buses the draft split "Bus" to "Bus (Inside)" based on the description, and split a parallel category for "Bus (Outside)"

• do we want to rework other taxonomies (e.g. transit, and other areas)
• is this inconsistent with Taxi? Yes - but do we want disruptive change?
• do we want parens?

Overlapping venues (e.g. Fuel Station vs. Convenience Store)

• what do brands want to split on?
• limited feedback so far, due to early in the adoption phases
• pause consideration until we get more feedback from buyers - in a couple quarters

Sensitive Venues?

• Are there venues that brand advertisers consider sensitive? e.g. gentlemen's clubs? red-light district?
• It seems worth having categorization, even if interpretation is left to the reader

Next Steps

• Committee feedback on the draft by Wed 10 Mar 21
• Open review (encouraged/socialized by the committed) the week of 8 Mar 21, seeking comment and response by 19 Mar 21
• Volunteer on Slack if people are also interested in talking about the need for standards against: Measurement, Creatives, Screen Identifiers

[jayshao]

Potential parties to notify/encourage to comment on the DRAFT once it's out.

• Noah Klas (https://github.com/dpaa-committee)
• OAAA standards working group (Ian Dallimore idallimore@lamar.com, & Christina Radigan cradigan@oaaa.org)

(feel free to add information for other individuals we may want to add to a "newsletter" for outreach)