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# IAB guide pushes DOOH as core media-plan channel, not a siloed add-on
- URL: https://www.medianexis.com/iab-guide-pushes-dooh-as-core-media-plan-channel-not-a-siloed-add-on/
- Published: 2026-10-19T16:53:16.000Z
- Updated: 2026-10-19T16:53:16.000Z
- Description: IAB is publishing a guide, Getting Digital Out-of-Home on the Media Plan, arguing DOOH deserves a consistent place in the omnichannel mix rather than siloed planning.
- Author: The Signals Desk
- Tags: Retail-media, IAB guide pushes DOOH as core media-plan channel, not a siloed add-on

**Why it matters.** Marketers who integrate programmatic DOOH into existing workflows gain access to incremental reach that device-focused planning currently misses.

*Signal from* [*iab.com*](https://iab.com/?ref=medianexis.com) *·* [*read the original*](https://www.iab.com/guidelines/getting-digital-out-of-home-on-media-plan/?ref=medianexis.com)*.*