Hivestack, the largest independent, global programmatic digital-out-of-home (DOOH) advertising platform has announced that the company’s chief technology officer (CTO), Mina Naguib has been appointed as chairman of Prebid’s DOOH task force.

The Prebid DOOH task force’s purpose is to enhance the Prebid framework with DOOH support and designing what the DOOH format looks like in the Prebid framework (compared to display, instream video, outstream video, etc.) websites, and work with other committees on new and improved documentation.

Naguib commented on the appointment: “I am thrilled to accept the chair of this important task force. We believe that the Prebid DOOH task force will help address an important and emerging complexity for DOOH publishers. With the exciting emergence of many DOOH SSPs, there is a need to assist DOOH publishers to simplify the supply chain with a fair, open, and transparent means to mediate across programmatic sources. I’m looking forward to working with all committee members to establish and prioritise roadmap items, discuss development plans, and oversee contributions to open source code that can freely be used by the entire DOOH ecosystem.  Furthermore, we firmly believe that the Prebid organisation is the best place to make this happen.” 

Prebid has historically been one of the most important organisations in driving growth across all media channels. Almost all header bidders in digital advertising today are based on Prebid’s specification. Hivestack believes that history is about to repeat itself and is applicable to DOOH advertising. As a means to encourage adoption, the company is readying its own ad server to incorporate Prebid open source code that will be produced by the Prebid DOOH task force. In addition, Hivestack will enable its supply-side platform to be called from all other ad servers in an open and transparent way.

Hivestack

Hivestack is the largest independent, global, full stack, marketing technology company that powers the buy and sell-side of programmatic digital out of home (DOOH) advertising. On the buy side, marketers use Hivestack’s Demand-Side Platform to crea...

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