Technology leaders in mobile advertising today 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.
“We support the Open RTB Mobile initiative to generate a common standard API for the mobile industry. With this, Smaato expects that mobile app developers and publishers will increase their revenue streams through mobile advertising with higher eCPMs and higher fill rates. Also ad networks will achieve a higher visibility into available mobile inventory”, stated Marc Junker, CTO & CIO, Smaato Inc.
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]; ad network Jumptap; and Real-Time Ad Platform AppNexus. 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 ease interaction between platforms.
Read entire press release here.
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