Skip to content

IAB Tech Lab publishes OpenDirect 2.0 and OpenData 1.0

--Advertisements --

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.]


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 on these topics and other technologies for publications such as CMSWire and NewsFactor. He founded and directed the website / unit at PBS Thirteen / WNET; worked as a senior online producer / screenwriter for Viacom; created a successful interactive game, PLAY IT BY EAR: the first CD game; founded and directed an independent cinema showcase, CENTER SCREEN, based at Harvard and M.I.T .; and served more than five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn, and on Twitter at xBarryLevine.

-- Advertisements --
Advertisements