Trillboards
Back to glossary
DOOH GlossaryIndustry Bodies & Compliance

OAAA

Out of Home Advertising Association of America — the US trade body for OOH. Maintains the canonical US OOH taxonomy and the proof-of-play standard.

The Out of Home Advertising Association of America (OAAA) is the US trade body representing OOH media owners, agencies, and suppliers. Founded in 1891, it's the oldest continuously-operating trade body in US advertising. Membership covers ~90% of US OOH revenue.

For DOOH operators, OAAA's most important deliverables are the US OOH taxonomy (the canonical venue-category schema), the DOOH measurement guidelines (alignment with Geopath audited foot-traffic), and the proof-of-play standards (formalized 2024) that Trillboards' PoP implementation follows. OAAA also runs the OBIE Awards (the OOH industry's creative awards) and lobbies on regulatory issues like billboard zoning and emerging-tech (drone displays, ambient holography).

OAAA's research arm publishes quarterly OOH revenue benchmarks — the most authoritative public source for US OOH spend. The 2026 Q1 report showed DOOH growing 18% YoY while traditional OOH grew 3% YoY; place-based segments led both with 22% YoY growth.

OAAA aligns its taxonomies and measurement frameworks with the IAB Tech Lab so a programmatic DOOH buyer can run consistent campaigns across OOH-traditional and DOOH-programmatic inventory. Globally, the equivalent bodies are the World Out of Home Organization (WOO) and Outsmart (UK).

Authoritative reference

OAAA

See also

DOOH (Digital Out-of-Home)
DOOH is digital screen-based advertising in public and shared spaces — bars, gyms, retail, transit — bought and measured the same way as web or CTV.
OOH (Out-of-Home)
The umbrella category for all advertising outside the home — billboards, transit, posters, plus the digital subcategory DOOH.
Proof-of-Play
A cryptographically-signed log entry attesting that a specific creative played on a specific screen at a specific time. Trillboards uses Ed25519.
Place-Based Media
Advertising on screens located inside a specific kind of venue — bar, gym, salon, doctor's office — where the audience self-selects by being there.

Reference docs

Building against Trillboards?

Our developer reference covers the DSP API, partner SDK, proof-of-play verification, and the sensing pipeline that powers buyer-grade audience signals.

View developer docs