To stay on the forefront of data, automation, and creativity in the OOH industry, COMMB, the Canadian Out-of-Home Marketing and Measurement Bureau, has added a new category to their membership — the programmatic/remarketer membership.

The new member level provides exclusive access to COMMB’s supply-side platforms (SSP) and full-stack programmatic ecosystems, demand-side platforms (DSP) and trade desks. As part of this new category, COMMB is also launching a new programmatic digital out-of-home (PDOOH) committee made up of association publishers, buyers, and general members.

Amanda Dorenberg, president of COMMB, says this new membership category ship category “gives the publishers, buyers and tech stacks a place to come together to discuss topics such as standardization, best practices and more. COMMB will be launching educational pieces for buyers and sellers as well as other resources to aid in the adoption and understanding of PDOOH. There’s an industry void for a neutral space to address important topics.”

Scott Mitchell, MD, Vistar Media in Canada, says, “I’m pleased that COMMB has expanded their membership to include programmatic platforms, allowing our entire industry to better collaborate and build solutions that will grow the out-of-home ecosystem. There are so many capabilities and applications of OOH that brands today still need to be educated on in order to invest, and there are also some core hurdles we need to solve as an industry around proving ROI and streamlining activation. Having a group like COMMB that can bring together stakeholders from all sides of the industry will accelerate progress and we’re excited to participate.”

COMMB members receive exclusive access to audience circulation and impression data for all OOH media owner/publisher members representing more than 60,000 outdoor locations and place-based venues across Canada. They can also take advantage of the enhanced exposure to tech stacks, marketing guides, and educational resources.