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RTB Finally Getting Some Standards

DSPs DataXu, MediaMath and Turn and SSPs AdMeld, PubMatic and the Rubicon Project are the founding members of the new group called Open RTB. The initial OpenRTB protocol includes
  • DSP to SSP advertiser batch synchronization (a method for automatically retrieving a list of publisher restrictions for each advertiser)
  • SSP to DSP publisher batch synchronization (a method for automatically retrieving publisher properties and creative restrictions for each DSP)
  • RTB request standards for publisher creative restrictions
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