Core Viewpoint - The outdoor advertising industry has long lacked a unified exposure measurement standard, making it difficult for brands to make informed decisions. The release of the "Technical Requirements for Exposure Measurement of Programmatic Outdoor Advertising" by CCSA, led by Deko, fills this gap and promotes standardization in the industry [1][3]. Group 1: Standardization and Implementation - The CCSA officially published the standard on December 1, 2025, marking a significant milestone for the outdoor advertising industry in China, as it introduces a benchmark for programmatic outdoor advertising exposure measurement [3]. - Deko China, as the initiator and developer of the standard, has established itself as a leading enterprise in the industry, providing a theoretical and practical framework for programmatic outdoor advertising and effect analysis [3][12]. - The standard utilizes Deko Group's audience measurement system as its core technology, specifically guiding the measurement methods for outdoor advertising in subways and airports [3][5]. Group 2: Benefits for Brands - The introduction of the audience exposure measurement standard allows the outdoor media industry to transition from "experience-based site selection" to "data-driven decision-making," enhancing precision and transparency [6]. - Brands can optimize their advertising strategies based on accurate exposure data, reducing inefficient spending and creating a measurable marketing expense that can be tracked [10]. - The unified measurement standard enables brands to clearly identify market trends and compare the effectiveness of different media suppliers, facilitating more scientific decision-making [10]. Group 3: Future Outlook - Deko Group aims to continue providing high-quality media solutions that leverage precise data capabilities, supporting brands in achieving effective and transparent outdoor advertising [14]. - The implementation of the measurement standard is expected to drive the outdoor advertising industry towards a more digital and high-quality development [14].