An industry group of advertising and it companies has launched an intiative to create an open standard on realtime bidding. The OpenRTB Project aims to standardize the realtime bidding process as well as the exchange of relevant data on the sides of buyers and sellers of online advertising space. The overall target is to foster this growing industry segment and to reduce the costs. Further information is provided at the project homepage and by the following articles, which in part introduce the project and cite reactions of the advertising industry.

OpenRTB Project

In The Name Of Efficiency, Buy- And Sell-Side Companies Create OpenRTB Standard For Online Display Buying

OpenRTB Arrives As Those Outside The Google RTB Universe Look To Introduce Common Standards

Industry Reaction To OpenRTB Standard

Directory Sources: Online Advertising – Advertising Exchanges – Online Advertising Organizations