Online Advertising Goes Open Source

7 03 2011

Programmatic buying of digital media across exchanges is going through an accelerated growth phase. Recognizing the enormous benefits for the entire industry, companies on the buy and sell sides have dropped their competitive biases to create the OpenRTB Consortium. The group’s mission is to improve ad technology adoption and integration through the creation of open, flexible, and safe industry standards. The broad standards are designed to ignite further industry innovation and growth that, until now, has been held back by the lack of standards.

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