IAB: OpenDirect 2.0 available for public comment through March 12

This week, IAB Technology Laboratory released OpenDirect 2.0. The version 2.0 is an update that “will expand functionality within this vital transactional specification for premium automated guaranteed buying and selling,” says IAB.

This specification completes the OpenMedia specification stack by facilitating non-real-time bidding transactions. Available for public comment through March 12, 2018, the revised spec will boost the capabilities of the standard protocol by enabling cross-platform order management and allowing publishers to make guaranteed inventory available to a wide set of agencies and advertisers globally.

After public comment concludes, the IAB Tech Lab OpenDirect Working Group will evaluate and incorporate the feedback received, and release a final version. Questions and comments about OpenDirect version 2.0 can be sent to openmedia@iabtechlab.com

Updates to OpenDirect support

  • Publishers and buyers to negotiate prices;
  • Buyers to discover new deal opportunities to purchase publishers’ inventory;
  • Expanded media channels (including the use of AdCOM, the new Advertising Common Object Model, which will permit video and out-of-home media support);
  • Improved order management across platforms, providing early availability reporting and potentially reducing discrepancies down the road.

“Automated buying and selling of premium advertising has become an essential part of the digital economy, and the technology that supports it needs to develop and evolve in lock-step,” said Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab. “This update to OpenDirect will allow for more fluid movement of premium inventory, while greatly reducing the overhead involved when integrating with partners—making OpenDirect 2.0 invaluable and prompting greater use of the spec worldwide.”