Filed under: #mktgcloud, Behavioural Targeting, Datarati | Tags: Demand-side platforms
A group of ad technology companies that enable the purchase of display media through real-time bidding (RTB) platforms have formed an alliance to create industry standards around the practice, as they try to further drive its adoption.
The group, called OpenRTB, will see demand-side platforms DataXu, MediaMath, and Turn collaborate with supply-side platforms AdMeld, PubMatic, and the Rubicon Project to agree on a set of standards governing how information is transferred between different players in the ecosystem.
“At the moment there are a lot of tech problems [companies in the RTB space] are solving individually. The goal of this is to solve them as a community, and to make all of our businesses more efficient,” said Bill Simmons, chief technology officer for DataXu.
Essentially the group aims to streamline the implementation of campaigns conducted through RTB platforms by adopting common standards around certain business practices. For example, its first efforts will be to establish a common standard for the exchange and implementation of advertiser block lists, which allow advertisers to block their ads from running on certain publisher sites.
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