Emerging TechnologyMobileGoogle and Microsoft Collaborate with IAB to Tackle Programmatic Trading

Google and Microsoft Collaborate with IAB to Tackle Programmatic Trading

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.

Related Articles

YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts
Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

Marketing Annoying requests to rate your app are getting you one star ratings. Here's how to fix that

9m Polly Alluf
Ad blocker use continues to grow rapidly

Ad Industry Metrics Ad blocker use continues to grow rapidly

10m Al Roberts
Google announces two mobile-first products at DMEXCO

Campaigns Google announces two mobile-first products at DMEXCO

1y Graham Charlton
Content is king in the fight against ad blockers

Display Advertising Content is king in the fight against ad blockers

1y Al Roberts
Top three programmatic trends in 2017

Digital Advertising Top three programmatic trends in 2017

10m Daniel Surmacz
Mobile ad viewability: what is it and does it matter?

Display Advertising Mobile ad viewability: what is it and does it matter?

12m Andy Favell
The Coalition for Better Ads launches to make digital ads great again

Media The Coalition for Better Ads launches to make digital ads great again

1y Al Roberts