Cross-posted from the AICoder blog, written by Neal Richter, the Rubicon Project’s vice president and Chief Scientist.
Monday November 7th I was on an IAB Ops panel on OpenRTB.
The clip shows an exchange that followed a question from Steve Sullivan of the IAB about how webpage inventory is described in RTB. I described an example of differentiating a simple commodity, barley.
Two of the major uses of barley in the US are animal feed and malting for making beer. Malting barley has specific requirements in terms of moisture content, protein percentage and other factors. Farmers don’t always know what quality their crop will finish at. They count on having two general markets, if the tested quality meets malting standards then the premium over feed prices can be healthy. A 2011 report noted that malting barley provided a 70% premium over feedstock barley. Growing specific varieties and/or using organic farming methods can provide additional premiums over generic feed barley. The curious can follow the links below.
How does this relate to publishers and advertising and OpenRTB? In my opinion we need several things standardized: