DPAA

DPAA — the Digital Place Based Advertising Association — is the global trade body specifically focused on digital OOH and place-based media. Founded in 2006 (originally as the Digital Place-Based Advertising Association), it now has 150+ member companies across 30 countries. DPAA's scope is narrower than the OAAA but deeper on digital specifics.

For Trillboards and other DOOH operators, DPAA's key deliverables are the impression definition (the 2018 standard that defined DOOH impressions as playout × audience-on-screen multiplier — see impression), the dwell-time benchmarks per venue category (input to viewability calculations), and the place-based segmentation taxonomy that complements the IAB and OAAA taxonomies.

DPAA also runs the Digital Out of Home Day (June each year), publishes the annual State of the Industry report, and runs MARTECH events that bring together brand-side buyers and DOOH supply. The 2026 State of the Industry report noted programmatic share crossing 30% of digital OOH spend, attention-based KPIs being adopted by 41% of buyers, and sensor-counted impressions making up ~12% of total — up from 3% in 2022.

DPAA's research and standards are the primary global reference for DOOH-specific measurement that the broader IAB framework doesn't cover at sufficient resolution.