The Interactive Advertising Bureau Tech Lab is out this week 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.
The OpenData 1.0 tech spec has standards for campaign analytics used by publishers, agencies and data management vendors.
Both OpenDirect 2.0 and OpenData 1.0 are open for public comment through mid-March.
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.