Today, the OpenRTB Consortium announced the launch of OpenRTB Mobile – a functional committee of the successful OpenRTB consortium – dedicated to increasing the adoption of real-time bidding (RTB) standards in mobile advertising.
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 facilitate easier interaction between platforms.
This announcement and the growth of the consortium highlights the support from an entire industry, and their willingness to embrace open standards to facilitate the adoption of programmatic buying of exchange-traded multi-channel media. This initiative will help to ensure the sustainability of an open and competitive marketplace, but there is a lot of work still to do. If you are interested in adopting the standards or helping the team’s development efforts, send an email to OpenRTB@dataxu.com. I’d also like to extend a big thank you to the IAB Networks and Exchanges Committee for hosting the Consortium at today’s committee meeting being held at Google Santa Monica.
Bill Simmons, DataXu CTO and Founder