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Google and Microsoft Collaborate with IAB to Tackle Programmatic Trading

  |  February 5, 2014   |  Comments

Google, Microsoft, and other companies will work closely with the Internet Advertising Bureau (IAB) to provide education and solve issues regarding programmatic trading.

auction-500x500Google, Microsoft, and other companies have joined the Internet Advertising Bureau (IAB)'s first working group in order to tap into the intricacy of programmatic trading across mobile devices.

As the data-driven, targeted, and cost-effective ad inventory begins to appeal to more and more advertisers, programmatic ad buying and selling have seen a robust growth in developed Internet markets like the U.S.

In response to this trend, IAB has united members from its mobile council and display trading council into one working group, which aims to provide education on the benefits and opportunities in programmatic trading.

Abundant opportunities aside, the programmatic mobile space is complicated. IAB points out challenges for both the buy and sell side in the digital advertising ecosystem, including:

  • The lack of clear technical standards to ensure interoperability across different platforms
  • The limited transparency and the large number of vendors involved in the programmatic transaction
  • Internal organizational challenges for publishers, agencies, and brands

Therefore, the group will work closely with IAB to improve transparency and make programmatic trading more efficient.

In addition to Google and Microsoft, other members of the group include Nexage, Appnexus, Adfonic, Millennial Media, Infectious Media, StrikeAd, AdTruth, Rocket Fuel, AdBrain, WeSee, Integral Ad Science, Flurry, Odyssey, and Yodel.

The working group will have its official launch on February 18 this year.

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ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

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