The Interactive Advertising Bureau (IAB) Tech Lab is out with two new specs: version 2.0 of its OpenDirect spec for automated guaranteed buying and selling of ads and the first OpenData spec for reporting campaign performance metrics.
OpenDirect offers standards for ad transactions directly between a publisher and an advertiser. While IAB’s OpenRTB provides the transactional protocol for real-time bidding, OpenDirect specifies the protocol for non-real-time guaranteed sales, with support for price negotiation processes and new opportunities to buy inventory.
“This update to OpenDirect,” IAB Tech Lab Senior Vice President and General Manager Dennis Buchheim said in a statement, “will allow for more fluid movement of premium inventory, while greatly reducing the overhead involved when integrating with partners.”
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Barry Levine
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source https://news.scott.services/iab-tech-lab-releases-opendirect-2-0-and-opendata-1-0/
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