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Kevel, a platform monetization solutions firm, has announced the formation of an industry working group to establish an OpenRTB Protocol for Retail Media, according to a press release.
The group aims to set new standards for programmatic advertising in the sector and to address privacy and data-protection challenges, along with data optimization and transparency.
“We are in the midst of a retail media rebellion, where it has never been more clear that retail media needs to seize control of platforms, infrastructure and data to stay competitive in a crowded marketplace,” James Avery, CEO and founder at Kevel, said in the release. “The OpenRTB Protocol for Retail Media is going to fix that by setting a standard to address challenges concerning efficiency, flexibility, and trust. With this newly established framework, we’re offering the industry a comprehensive set of updates and enhancements that can help streamline the programmatic advertising ecosystem.
“”OpenRTB Protocol for Retail Media marks a significant milestone on how we can improve digital and programmatic advertising now and for the future,” Avery continued. “By introducing these cutting-edge standards and capabilities, we are giving publishers, advertisers, and technology providers the tools needed to navigate the dynamic digital landscape with confidence and achieve their goals more efficiently.”
Professionals and brands interested in participating in the working group are invited to contact the community at https://www.kevel.com/ortb-retail-media-apply to receive information or apply for membership.
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