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OpenDirect 2.0 unveiled by IAB's Tech Lab

The Interactive Advertising Bureau's Tech Lab has published OpenDirect 2.0, a refreshed version of its recommended specifications for automated buying and selling of premium guaranteed advertisements, enabling bidding transactions to occur outside of real time. "The revised spec will boost the capabilities of the standard protocol by enabling cross-platform order management and allowing publishers to make guaranteed inventory available to a wide set of agencies and advertisers globally," per a Tech Lab statement.

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