Home  › Media › Mobile
real-time-bidding-1

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.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • SEO Specialist
      SEO Specialist (Bankrate.com) - New YorkBankrate, Inc. operates a network of personal finance related web sites for consumers.  Our sites provide...
    • Search Manager
      Search Manager (LOYAL3) - San FranciscoThe Role: We are looking for a bright, driven and personable performance-based marketer to join LOYAL3’...
    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...