Sito Mobile Adds Deal ID To Programmatic Platform

Sito Mobile, a mobile ad platform that has been beefing up its tech capabilities to include real-time ad targeting, on Tuesday announced it has upgraded its platform to align with the OpenRTB 2.3 standards laid out by the Interactive Advertising Bureau (IAB). Additionally, the company has partnered with Millennial Media, a mobile ad exchange, to facilitate “Deal ID” transactions.

“Deal ID” transactions blend real-time bidding (RTB) and direct sales tactics. In a Deal ID trade, buyers are treated in custom ways based on pre-negotiated deals. The deals themselves are carried out through RTB.

By offering Deal ID to clients, Sito gives buyers the “opportunity to obtain first-look advantage to highly desirable impressions and to gain access to additional data or inventory not available in the open exchange,” stated Jon Lowen, EVP of operations and product development at Sito. 

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