IAB Tech Lab's OpenDirect Streamlines Automated Guaranteed Ad Buying
· 3h ago · Originally reported by PPC Land
The IAB Tech Lab has developed OpenDirect, an API specification that enables buyers to search, price, reserve, and book publisher ad inventory automatically. This eliminates the need for manual email requests for proposals (RFPs), making the process more efficient.
Why it matters
Automating guaranteed ad buying helps both publishers and advertisers save time and reduce errors, making digital advertising transactions smoother and more scalable.
Explain it like I’m new here
It's like using an online store to instantly reserve concert tickets instead of emailing the box office.
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Programmatic guaranteed (PG)
Programmatic guaranteed (PG) is a deal in which a buyer commits in advance to buy a fixed volume of impressions at a fixed price from a publisher, delivered through programmatic pipes.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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