DOOHssa

DOOHssa is an acronym for Digital Out-Of-Home Social Sharing Alliance. It denotes a proposed industry initiative to standardize the integration of digital out-of-home (DOOH) advertising with social media platforms, enabling cross-channel campaigns, unified measurement, and coordinated brand safety and privacy practices.

Overview: The alliance aims to publish common data schemas, creative specifications, and API interfaces so advertisers can plan, execute, and measure campaigns that run on DOOH displays and can be amplified or engaged with through social channels. It emphasizes consent, data minimization, and opt-out mechanisms aligned with regional privacy laws.

Governance: DOOHssa would be governed by an international consortium including DOOH operators, ad-tech vendors, advertiser associations, and privacy advocates. The group would issue guidelines, certification programs, and interoperability testing to encourage vendor- and platform-spanning compliance.

Technology and metrics: The framework envisions an addressable-audience model linking DOOH impressions with social interactions while preserving privacy through de-identification and anonymization where appropriate. It would define standardized metrics—such as reach, frequency, engagement, viewability, and basic attribution—across channels.

Status and reception: As of the mid-2020s, DOOHssa remained a proposed framework with pilots in limited markets. Proponents see potential for greater transparency and efficiency; critics point to ongoing privacy, regulatory, and interoperability challenges that may affect broader adoption.