Media.net last week announced the adoption of OpenRTB 3.0 and the IAB Content Taxonomy 2.0. Media.net Marketplace says is one of the first programmatic platforms to upgrade to OpenRTB 3.0 in hopes of moving the industry forward on true transparency and the next phase of programmatic.
“There was a time when publishers differentiated themselves through the quality of their content—and marketers targeted their messages to the context of their ad placement,” said Namit Merchant, COO of Media.net. “Content was king.”
Advertisers targeting Media.net network can now do page-level content targeting, via OpenRTB 3.0 bid requests, but only if the DSP is compatible.
Media.net is also now using the new standard created and launched last year by the IAB: IAB Content Taxonomy 2.0. IAB Content Taxonomy 2.0 is available in Closed Beta, but Media.net says it will soon be available to all Media.net partners. According to Media.net, this new feature helps publishers and marketers with contextual targeting, via page-level content segments to both publishers and buyers.