specification-1.1.md

Digital Out-of-Home Screen Venue Types

The intention of this document is to standardize a taxonomy of venue types that represent Digital-Out-of-Home (DOOH) advertising screens within a programmatic OpenRTB 2.5 context. The systematization of DOOH venue types will allow for clearer targeting by media buying platforms across a spectrum of available supply-side platforms offering DOOH inventory.

Versioning & Amendment Process

This specification, written by the contributing parties, is not exhaustive and amenable to changes based on feedback from new participants. However, to facilitate adoption between adopting parties, the frequency of changes shall be maintained on a cadence that respects the level of effort required by currently-integrated parties.

Every attempt will be made to version changes to this specification consistent with Semantic Versioning, with MINOR releases expected on a quarterly cadence. PATCH releases or addressing errata in the specfication will released as needed.

Version History

Version	Published	Notes
1.0.0	June 4, 2020	Initial Release
1.0.1	August 4, 2020	Typos in bus_shelters, and misassociation with child siblings in urban_panels.
1.0.2	October 8, 2020	Added contributors
1.0.3	October 15, 2020	Clarification of definition for entertainment.recreational
1.0.4	December 18, 2020	Fixed station to stations in transit.train_stations.platform
1.0.5	February 18, 2021	Fixed `point of care" definitions
1.1.0	March 31, 2021	New Categories. Compatibility Notes. Clarified Single-Category. Deprecated String values

Reporting Issues

Issues, Feature Requests, and Bug Reports should be filed as Github Issues in this project and will be reviewed regularly by spec committee members. Parties interested in participating more actively in the specification development process should reach out in

Getting Started

Digital Out-of-Home screens, available within a programmatic context, maintain specific geospatial and physical parameters that describe the conditions, environment and/or surroundings. These parameters provide a mutual understanding between buyer and seller within the bidstream and during the transaction phase of trading media.This specification clarifies and classifies these parameters to maintain knowledge equality within the DOOH programmatic industry for all parties involved.

Definitions & Specification Guidelines

Screen Venue Types should describe an environment and the audience that may be found there.

A venue type should also describe a media format, except when the media format cannot be separated from the environment. For example, an “ATM” may be in a mall, or a convenience store. The venue type should reflect those parameters.

Screen venue types should not obscure key elements of the environment.

Venue types should not equate environments that serve dramatically different purposes. For example, it would be insincere to label both Cannabis dispensaries AND pharmacies under the “Wellness” category. These two environments serve very different purposes and audiences, and thus cannot be grouped together.

Information Tiers

This specification outlines three tiers of precision for programmatic DOOH venue types: Parent Venue Types, Children Venue Types and Grandchildren Venue Types. Each tier is hierarchical and functionally dependent on the higher hierarchy. Moving down the hierarchy chain presents more precise venue information.

Parent Venue Types

The parent should act as an umbrella grouping for “Child” venue types that share characteristics in common. If the group is logical, a buyer can target the entire grouping and reach similar environments and audiences.

No screens should be solely assigned to a parent venue type, unless that parent venue type has no children.

The parent venue type should provide a high level description of an environment and a general sense of what may occur at the location. For example, the parent venue “Retail” clearly identifies that consumers visit the location to make retail purchases. It does not specify the type of purchase, the specific store names, or the format of the screens in the location.

Children Venue Types

Children venue types should provide enough detail so that given the parent venue type, a buyer is clear on the environment and what occurs in the location. For example, the child venue type “Retail / Malls” makes it clear that the location is a mall location where retail transactions occur. Since most buyers will share an understanding of what a “mall” is, the child venue type provides the additional clarity needed for a buyer. At the same time, it does not specify the type of mall (indoor vs outdoor, luxury vs budget), or the format of the screens (large spectaculars, TV monitors, kosks).

All venues should be assigned to a child type under a parent venue type, unless the parent venue type has no children.

Grandchildren Venue Types

Grandchildren venue types provide the most precise contextual geospatial information of the screen. Within certain environments, it is useful to note the functional differences between screen venues. For example, “Transit / Airports / Baggage Claim” is a venue that is functionally different from “Transit / Airports / Gate”. The first venue type traditionally represents passengers leaving the airport, whereas the second venue type may be passengers waiting for a flight departure.

Venues can be assigned to a grandchild but are optional and at the purview of the publisher or supply-side platform to provide. This information may not appear due to lack of the availability of the precise information, or the lack of differentiation needs away from the parent.

Placement in Bid Requests

In terms of placing venue types, this specification suggests placing venue type information in the device object of an OpenRTB 2.5 bid_request. The path would lead into an extension and a subsequent dooh object. The declaration of format is implicit to one the following formats:

• device.ext.dooh.venuetypelist (equivalent to venuetypeid and any parent-categories of the chosen venue)
• device.ext.dooh.venuetypeid
• device.ext.dooh.venuetypestring (Deprecated as of 1.1, will be removed in 1.4)

Implementation Notes:

The values represented in file exports, or bid_request should identify the single (best) venue describing the the context and surroundings for where advertising will display. In the event there are multiple classifications in the taxonomy that could apply, media owners should choose the single value most likely to match advertisers expectations.

DSPs receiving bid_reqeusts with unknown categories (e.g. from an SSP sending categories from a more recent version of the specification) should process the bid_request as if the category was not present.

• In the case of a bid_request passing only venuetypeid this would be equivalent to a request with no defined venue category.
• In the event of a request with venuetypelist, if some of the categories in the hierarchy are known, this would be equivalent to a request with just the known parent categories passed (e.g. [leisure, unknown category] would be interpreted as equivalent to [leisure]

Value Format

The following spec subscribes to UTF-8 encoding.

Enumeration ID

Each category, regardless of tier, has a unique identifier (ID) that is immutable. DSPs may opt to target this specific ID based on the media they wish to bid on.

Enumerated List

The enumerated list can be passed in the bid request. It is a comma-separated array of category IDs from the preceding and dependent tiers. Should only a parent-child category be associated with the screen’s venue, the array will be composed of two enumerated IDs. Refer to the summary chart for further details.

String Values (Deprecated - Targeted for Removal in 1.4 / 2021Q4)

String values are text-based identifiers of venue categories. Dependencies on parent and child tiers use a period connector for tier separation. All unique text identifiers are lower case, and combination words utilize the standard underscore. String values may be used as substitutions for enumeration values and enumerated lists and provide greater flexibility for implementation.

In order to ease forwards-compatibility, internationalization, and consistency as the names and definitions of categories evolve, string descriptions as a wire protocol are deprecated as of 1.1, and will be removed in 1.4 (targeted for approximately 2021Q4). Implementors should use Enumeration IDs for persistance or wire-level transmission.

Parent Categories & IDs

Parent Category	Enumeration ID	String Value (Deprecated)
Transit	1	transit
Retail	2	retail
Outdoor	3	outdoor
Health & Beauty	4	health_beauty
Point of Care	5	point_care
Education	6	education
Office Buildings	7	office_buildings
Leisure	8	entertainment
Government	9	government
Financial	10	financial
Residential	11	residential

Child Categories & IDs

Transit

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Airports	Signage located throughout terminals in arrival and departure areas, ticketing areas, baggage claim, gate-hold rooms, concourses, retail shops, and VIP lounges.	101	transit.airports
Buses	Displays located on or in city or intercity buses.	102	transit.buses
Taxi & Rideshare TV	Advertising displays placed inside taxis and rideshare vehicles visible to passengers in the back seat.	103	transit.taxi_rideshare_tv
Taxi & Rideshare Top	Advertising displays placed on top of taxi and rideshare vehicles visible to nearby pedestrian and drivers.	104	transit.taxi_rideshare_top
Subway	Advertising displays placed inside subway trains or inside stations or on subway platforms.	105	transit.subway
Train Stations	Advertising displays placed inside train stations or on platforms.	106	transit.train_stations
Ferry	Advertising displays placed inside a passenger water transport.	107	transit.ferry

Retail

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Fueling Stations	An establishment beside a road selling fuel for motor vehicles.	201	retail.gas_stations
Convenience Stores	A store with extended opening hours and in a convenient location, stocking a limited range of household goods and groceries.	202	retail.convenience_store
Grocery	A retail shop that primarily sells food, either fresh or preserved.	203	retail.grocery
Liquor Stores	A retail shop that predominantly sells prepackaged alcoholic beverages, typically in bottles, intended to be consumed off the store’s premises.	204	retail.liquor_stores
Mall	A large building or series of connected buildings containing a variety of retail stores and typically also restaurants.	205	retail.malls
Cannabis Dispensaries	A store that sells and dispenses cannabis and CBD products.	206	retail.dispensaries
Pharmacies	A store where medicinal drugs are dispensed and sold.	207	retail.pharmacies
Parking Garages	A building in which people usually pay to park their cars, trucks and other vehicles.	208	retail.parking_garages

Outdoor

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Billboards	Located primarily on major roads, they attract high-density consumer exposure (mostly to vehicular traffic, but often to pedestrians).	301	outdoor.billboards
Urban Panels	Digital screens in urban environments, typically providing a public amenity. Typically visible to pedestrians and in some cases, vehicular traffic as well.	302	outdoor.urban_panels
Bus Shelters	Enclosures where individuals may wait for buses in an urban environment. Signage may be attached to the interior or exterior of the enclosure.	303	outdoor.bus_shelters

Health & Beauty

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Gyms	A club, building, or large room, usually containing special equipment, where people go to do physical exercise and get fit.	401	health_beauty.gyms
Salons	An establishment where a hairdresser, beautician, or couturier conducts business.	402	health_beauty.salons
Spas	A commercial establishment offering health and beauty treatment through such means as steam baths, exercise equipment, and massage.	403	health_beauty.spas

Point of Care

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Doctor’s Offices	Non-hospital facility run by a physician - for treatment of people.	501	point_care.doctor_offices
Veterinary Offices	Non-hopsital facility run by a veterinarian - for treatment of animals.	502	point_care.veterinary_offices

Education

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Schools	An educational institution designed to provide learning spaces and learning environments for the teaching of students between K - 12 under the direction of teachers.	601	education.schools
Colleges and Universities	An education institution designed for instruction, examination, or both, of students in many branches of advanced learning, conferring degrees in various faculties, and often embodying colleges and similar institutions.	602	education.colleges

Office Buildings

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Office Buildings	An office building, also known as an office block or business center is a form of commercial building which contains spaces mainly designed to be used for offices. Advertising displays may be in building lobbies, common areas, or in elevators.	701	office_buildings.office_buildings

Leisure

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
Recreational Locations	Location where recreational and/or leisure activities take place.	801	entertainment.recreational
Movie Theaters	Location for displaying long-format content on large screens.	802	entertainment.movie_theaters
Sports Entertainment	A venue that individuals or groups can play an active sport or activity.	803	entertainment.sports
Bars	A retail business that serves alcoholic beverages.	804	entertainment.bars
Casual Dining	A restaurant that serves moderately priced food in a casual atmosphere.	805	entertainment.casual_dining
QSR	A fast food restaurant, also known as a quick service restaurant within the industry, is a specific type of restaurant that serves fast-food cuisine and has minimal table service.	806	entertainment.qsr
Hotels	An establishment providing accommodations, means, and other services for travelers and tourists.	807	entertainment.hotels
Golf Carts	A small motorized vehicle for golfers and their equipment.	808	entertainment.golf_cart
Night Clubs	An establishment for nighttime entertainment, typically serving drinks and offering music, dancing, etc.	809	entertainment.night_club
High-End Dining	A restaurant that serves expensive food. Often in a more formal atmosphere, and accepting or requiring reservations	810	entertainment.high_end_dining

Government

Child Category	Category Definition	Enumeration ID	String Value (Deprecated)
DMVs	An office building, also known as an office block or business center is a form of commercial building which contains spaces mainly designed to be used for offices. Advertising displays may be in building lobbies, common areas, or in elevators.	901	government.dmv
Military Bases	A facility that houses and facilitates training for military personnel and operations.	902	government.military_bases
Post Offices	A facility that handles the receipt, delivery, and processing of mail, packages, or other postal services.	903	government.postal

Financial

Child Category	Category Definition	Enumeration Value	String Value (Deprecated)
Banks	A bank is a financial institution licensed to store or invest accountholders money	1001	financial.banks

Residential

Child Category	Category Definition	Enumeration Value	String Value (Deprecated)
Apartment Buildings and Condominiums	A building that contains different residential units	1101	residential.apartment

Grandchild Categories & IDs

Transit: Airports

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Arrival Hall	Locations for meeting passengers arriving on flights	10101	transit.airports.arrivals_hall
Baggage Claim	Locations to retrieve baggage not carried during a flight	10102	transit.airports.baggage_claim
Departures Hall	Location for dropping off passengers leaving on flights	10103	transit.airports.departures_hall
Food Court	Location within an airport for food, typically casual	10104	transit.airports.food_court
Gates	Location to wait for or embark or disembark from a specific plane	10105	transit.airports.gates
Lounges	(typically private) places to wait for flights, separate from public spaces	10106	transit.airports.lounges
Shopping Area	Retail areas contained within facilities primarily used for servicing flights	10107	transit.airports.shopping_area

Transit: Buses

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Bus (Inside)	Advertising inside a bus, primarily visible to bus passengers	10201	transit.buses.bus
Terminal	Advertising at facilities for embarking or disembarking from a bus	10202	transit.buses.terminal
Bus (Outside)	Advertising outside a bus, primarily visible to people not riding the bus	10203	transit.buses.bus_outside

Transit: Subway

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Subway Train	A (typical municipal area) train that travels primarily underground	10501	transit.subway.train
Platform	Areas to wait for, board, or unboard a subway	10502	transit.subway.platform

Transit: Train Stations

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Train	A train that travels primarily above ground, on rails\	10601	transit.train_stations.train
Platform	Areas to wait for, board, or unboard a train	10602	transit.train_stations.platform

Retail: Fueling Stations

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Fuel Dispenser	A (typically self-service) device for dispensing fuel to vehicles.	20101	retail.gas_stations.pump
Shop	A store attached to a location who's primary audience is people fueling vehicles	20102	retail.gas_stations.shop

Retail: Grocery

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Shop Entrance	Areas near the entrance to a store, often (but not always) visible from outside	20301	retail.grocery.shop_entrance
Check Out	Areas primarily dedicated to paying for purchased goods	20302	retail.grocery.check_out
Aisles	Areas primarily dedicated to the display or retrieval of goods	20303	retail.grocery.aisles

Retail: Malls

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Concourse	A large open area (including hallways and escalators)	20501	retail.malls.concourse
Food Court	A Common area with multiple food vendors and common tables.	20502	retail.malls.food_court
Spectacular	Large and impactful screen(s) at a prime location. It often utilizes special embellishments.	20503	retail.malls.spectacular

Outdoor: Billboards

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Roadside	Primarily vehicular environments	30101	outdoor.billboards.roadside
Highway	High-speed vehicular environments, typically with controlled entrance/exit (e.g. "exits" or "interchanges")	30102	outdoor.billboards.highway
Spectacular	A bulletin that is usually larger than 14’ x 48’ and is positioned at a prime location in a market. A spectacular often utilizes special embellishments.	30103	outdoor.billboards.spectacular

Health and Beauty: Gyms

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated).
Lobby	Area for waiting or meeting guests	40101	health_beauty.gyms.lobby.
Fitness Equipment	Area primarily for exercise or the usage of fitness equipment	40102	health_beauty.gyms.equipment

Health and Beauty: Salons

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated).
Unisex Salon	Salon catering to clients of any sex	40201	health_beauty.salons.unisex
Men's Salon	Salon primarily catering towards men	40202	health_beauty.salons.mens
Women's Salon	Salon primarily catering towards women	40203	health_beauty.salons.womens

Education: Colleges and Universities

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Residences	Places where faculty or students live	60201	education.colleges.residences
Common Areas	Shared spaces for study, dining, or leisure activities	60202	education.colleges.common
Athletic Facilities	Facillities or stadiums for sporting competition	60203	education.colleges.athletics

Office Buildings: Office Buildings

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Elevator	Enclosed, Vertical conveyance for people and goods	70101	office_buildings.office_buildings.elevator
Lobby	Common space for tenants to meet and greet visitors and guests, typically near entrances	70102	office_buildings.office_buildings.lobby

Leisure: Recreational Locations

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Theme Parks	An amusement park with a unifying setting or idea.	80101	entertainment.recreational.theme_parks
Museums and Galleries	A building in which objects of historical, scientific, artistic, or cultural interest are stored and exhibited. e.g. "the Museum of Modern Art"	80102	entertainment.recreational.museums_galleries
Concert Venues	Any location used for a concert or musical performance	80103	entertainment.recreational.concert_venues

Leisure: Movie Theaters

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Lobby	A corridor or hall connected with a larger room or series of rooms and used as a passageway or waiting room: such as a large hall serving as a foyer (as of a hotel or theater)	80201	entertainment.movie_theaters.lobby
Food Court	An area within a building (such as a shopping mall) set apart for food concessions.	80202	entertainment.movie_theaters.food_court

Leisure: Sports Entertainment

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Sport Arena	A central area used for sports or other forms of entertainment and surrounded by seats for spectators.	80301	entertainment.sports.arena
Club House	Locker rooms used by an athletic team	80302	entertainment.sports.club_house

Leisure: Hotels

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Lobby	Commonly accessible shared spaces for guests at a hotel	80701	entertainment.hotels.lobby
Elevator	Commonly accessible, enclosed spaces used to move between floors.	80702	entertainment.hotels.elevator
Room	Locations occupied and restricted to a single guest	80703	entertainment.hotels.room

Residential: Apartment Buildings and Condominiums

Grandchild Category	Category Definition	Enumeration ID	String Value (Deprecated)
Lobby	A corridor or hall connected with a larger room or series of rooms and used as a passageway or waiting room: such as a large hall serving as a foyer (as of a hotel or theater)	110101	residential.apartment_buildings.lobby
Elevator	Enclosed, Vertical conveyance for people and goods	110102	residential.apartment_buildings.elevator