BOSTON NEW YORK Feb. 24, 2011
OpenRTB Mobile brings together leading mobile advertising companies representing the supply and demand-side of the ecosystem, including Sell-Side Platforms (SSPs) Nexage, PubMatic, and Smaato; Demand-Side Platforms (DSPs) DataXu, Fluent Mobile, and [x+1]; and ad network Jumptap. The group’s mission is to establish guidelines that enable technology platforms to build standard real-time bidding APIs with basic commonalities that increase the efficiency and speed of adoption and ease interaction between platforms.
OpenRTB Mobile’s first initiative is to set standards for the actual real-time bidding protocol, which is the primary dialog between a supply source (SSP or exchange) and demand platforms (DSPs or bidders). Its interactions have several layers and complexities that have caused many online platforms to diverge. With RTB at an early stage in mobile, there was a clear opportunity to learn from the prior experience in online, pull this core specification together, and standardize the way in which buyers and sellers communicate to create a more efficient marketplace.
$1 billion Bill Simmons
Future OpenRTB Mobile initiatives are planned to address the handling of rich media, reliable click tracking, and a number of mobile focused taxonomies and best practices.
About OpenRTB Mobile
OpenRTB Mobile functions as the mobile sub-committee of OpenRTB, a consortium of digital media companies dedicated to accelerating the growth of the real-time bidding (RTB) marketplace, by providing open industry standards for communication between mobile ad inventory buyers and sellers.
Contact: Jessica Angell
781-890-0071 ext. 238