IAB Tech Lab Releases OpenDirect 2.0 for Public Comment to Improve the Buying & Selling of Premium Automated Guaranteed Inventory
NEW YORK-()-The IAB Technology Laboratory today released OpenDirect 2.0, an update that will expand functionality within this vital transactional specification for premium automated guaranteed buying and selling.
Adoption of OpenDirect 2.0 will also open the door to improved order management across platforms, providing early availability reporting and potentially reducing discrepancies down the road. While OpenDirect does not directly enable improved impression counting between parties, it does lay the foundation for opportunities to upgrade impression reporting between systems.
After public comment concludes, the IAB Tech Lab OpenDirect Working Group will evaluate and incorporate the feedback received, and release a final version.