The Interactive Advertising Bureau (IAB) Tech Lab unveils two new specifications: version 2.0 of its OpenDirect specifications for the automated purchase and sale of ads and the first specification OpenData for campaign performance statistics.
OpenDirect provides standards for advertising 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 purchase inventory .
"This update from OpenDirect," said Dennis Buchheim, vice president and general manager of IAB Tech Lab, "will allow for smoother circulation of premium inventory, while significantly reducing overhead costs related to IT." integration with partners. "
[Read the full article on MarTech Today.]