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Venue Taxonomy for Media Owners

Using the Venue Taxonomy will aid in planning and buying prDOOH and will benefit Media Owners and Buyers alike.

A venue type describes the location or environment where digital out-of-home (DOOH) advertising is shown. It can also describe a media format. Media Owners assign a venue type to each frame asset, and VIOOH passes it to buyers in the bid request, so they can plan, buy and report by venue type.

Why it matters

Buyers need to know which venue types are available in a market before they can plan against them. The OpenOOH Venue Taxonomy is an open standard for describing DOOH venues. It gives Media Owners and buyers a shared way to plan and buy programmatic DOOH (prDOOH).

OpenOOH is an industry body made up of DOOH-specialist DSPs and SSPs, including VIOOH, Hivestack, Vistar Media, The Trade Desk, Place Exchange, Adomni, Verizon Media and Broadsign.

How it works

The OpenOOH Venue Taxonomy Specification sets out three hierarchical tiers for venue types: Parent, Children and Grandchildren. Each tier down gives more precise venue information. For example:

Tier Example
Parent category Health & Beauty
Child category Gyms
Grandchild category Gym Lobby

VIOOH makes each frame's venue type available in the bid request Device Object. Buyers use it for research, purchasing and reporting.

When you create a deal, you select venue types from a hierarchical drop-down list, 'Select Venue Type'. Search the list, or open a parent category such as Transit, then choose a child category such as Airports and a grandchild category such as Food Court.

What this means for you

  • Campaigns can be planned by frame or by audience, based on venue type, which widens the selling opportunities for your inventory.
  • You select venue types from a hierarchical list when you create deals.
  • Venue types give you another way to sell your portfolio.

Getting started

As a Media Owner, you are responsible for two things:

  • Assign a venue type to every frame asset, so buyers can see which venue types are available in their market.
  • Specify the venueTaxonomyEnumerationID for each frame asset, using the enumeration codes in the OpenOOH Venue Taxonomy v1.1 specification.

Please note: the venue taxonomy applies to Media Owners trading hourly (SMEX2) or in real time.

To start assigning venue types to your frames, contact your Technical Solutions Manager.

To select venue types when you build a deal line, see Deal line settings: choosing inventory.

If you need more help, see Contacting support.