MAW has learned that RhythmOne is the first organization to garner the Internet Advertising Bureau’s (IAB) Tech Lab Compliance Seal and OpenRTB Certification for its unified programmatic platform, RhythmMax.
“Obtaining IAB’s OpenRTB certification is part of RhythmOne’s commitment to working internally and with external standard-setting partners to create transparency within the advertising ecosystem and across the industry,” the company tells us. “Having met the criteria for certification, RhythmOne and its customers can enjoy a common framework which is established, verified and validated — reducing friction in the supply chain and enabling easier onboarding.”
The goal of the OpenRTB project? Basically, it’s designed to spur greater growth in the programmatic marketplace by providing industry standards for communication between buyers of advertising and sellers of publisher inventory. Standards include the real-time bidding protocol, data classifications, and other configurations.
RhythmOne’s certification was granted after review of the company’s documentation of its partner onboarding process and integration guides, as well as samples of banner, video, and native ads requests and responses from the RhythmMax programmatic platform. The IAB also verified that RhythmMax implemented the OpenRTB standard accurately.
The IAB Technology Laboratory launched the IAB Technology Compliance Program designed for auditing and officially validating companies’ use of critical industry standards in 2016. RhythmOne was certified for IAB’s OpenRTB Version 2.3, which is currently the most widely adopted release among the largest demand-side platforms.