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.”
Source: Marketing Land