THE COMPANY IS AMONG THE FIRST IN THE WORLD TO DEPLOY THE OpenRTB 2.2 STANDARDS
Amsterdam, 30 April 2014: Improve Digital, Europe’s leading real-time advertising technology provider, today announces that it is has updated its platform to provide full support for the latest OpenRTB 2.2 protocol. Officially unveiled in New York on April 24, the new standards have been developed by a consortium of industry leaders to increase the efficiency, diversity, and liquidity of the programmatic and automated media sales marketplace.
OpenRTB is an IAB-sponsored initiative that provides standards for communication between buyers and sellers in automated – or ‘programmatic’ – media sales. Over 20 technology companies representing both the demand and supply sides of the digital advertising ecosystem have come together to form The RTB Project (formerly known as the OpenRTB consortium). Broadly defined, their charter is to improve real-time bidding (RTB) through the creation of open industry standards.
“Improve Digital is committed to leading the market, streamlining connections between buyers and sellers, through both direct and automated sales channels” stated Janneke Niessen, co-founder and CIO at Improve Digital. “We are pleased to be providing our full support to the new OpenRTB 2.2 standards, ensuring greater efficiency and higher value capture for our clients and partners. Furthermore, our appreciation goes out to the IAB for its leadership and to the hundreds of people across the industry that have helped make these new standards a reality.”
Improve Digital, its clients, and its partners will see many benefits from the OpenRTB 2.2 standards. These include improved support for video and mobile inventory and enhancements to the management and processing of bid requests, such as ‘multi-bid support.’ The standards will also enable greater interoperability across market participants and improved transaction efficiency.
Supporting and advancing the latest OpenRTB standards is one of the many ways Improve Digital is catalysing growth of the programmatic and automated media sales marketplace.
“Adoption of the latest OpenRTB standards by our partners is critical to growing the innovation, diversity and liquidity of the programmatic space” stated Niels Baarsma, CTO, YD. “Improve Digital is a valued partner for us. It is great to see them continue their track record of market leadership and innovation.”
Improve Digital currently works with over 100 of the top publishers and media owners in Europe and, through them, supports the marketing efforts of tens of thousands of advertisers. Its 360 Platform gives publishers the opportunity to build, grow, manage, control, and optimise their own advertising environment, driving revenues from direct campaigns, RTB, ad networks, exchanges, agency trading desks, and any other 3rd party media buyer. Its technology also enables them to automate premium advertising sales, as well as their direct sales, with agencies and advertisers across desktop, tablet, mobile, and video.
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Our work with Improve Digital has been key to our growth. By enabling automated trading Improve has opened up the premium publishers in Europe to new players in the field like YD. In the new automated online eco system, networks and trading desks are able to compete for inventory on even par. YD has high standards in terms of real-time demand, flexibility in volumes and pricing. The Improve Digital team has proven to meet all of our demands on a strategic level as well as in day to day business.