IAB Brasil publishes the 2026 edition of its programmatic DOOH guide, written by 17 companies

IAB Brasil released the 2026 edition of “Programmatic DOOH: A Guide for Advertisers”, produced by its Digital Out-of-Home working group with 22 representatives from 17 companies and written around Brazilian market realities. In the same cycle, the association's DOOH committee came under the chairmanship of Heitor Estrela, Eletromidia's Product and Growth director, elected with 70% of the vote on a declared agenda of audience metrics, measurement and strengthening programmatic media.

What this means for advertisers in Brazil: a standardised guide plus an active committee is the stage that precedes a channel's maturity. Advertisers who define their DOOH KPIs now — audience, attention, uplift — enter the mature phase with their own benchmark instead of inheriting a competitor's.