©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
A group of ad technology companies that enable the purchase of display media through real-time bidding (RTB) platforms have formed an alliance to create industry standards around the practice, as they try to further drive its adoption.
The group, called OpenRTB, will see demand-side platforms DataXu, MediaMath, and Turn collaborate with supply-side platforms AdMeld, PubMatic, and the Rubicon Project to agree on a set of standards governing how information is transferred between different players in the ecosystem.
“At the moment there are a lot of tech problems [companies in the RTB space] are solving individually. The goal of this is to solve them as a community, and to make all of our businesses more efficient,” said Bill Simmons, chief technology officer for DataXu.