LOS ANGELES, July 7, 2016 /PRNewswire/ -- Coming off a strong showing at the Cannes Lions Festival where GABBCON was featured in the Cannes Lions Lumascape and had over 1,000 guests aboard its yacht with partners DataXu, AlphonsoTV, IPONWEB, VideoAmp and NinthDecimal, the Global Audience Based Buying Conference and Consultancy (GABBCON) today announced its working group comprised of partners DataXu, Clypd, Hulu, TiVo Research, AudienceXpress, TubeMogul, CBS, Fox, Alphonso TV, Omnicom Media Group, IPG, Havas, Publicis Group, IPONWEB, SpotX, Canoe, AdMore, AOL, Neustar and iSpotTV publicized version 2.0 of the ABCDs (Automated Linear Broadcast Cross Device Standard), adding a technical specification API for linear TV buying and planning. This new API is already in use by market leading global DSPs, a Global SSP and a large broadcaster.
Clypd recently released a new version of its API that leverages the latest 2.0 specs of the ABCD's.
"As a sell side provider of advanced audience sales solutions, whenever we do something that helps the television sales orgs better serve their buy-side customers, and improve business outcomes for themselves, we succeed," said Bruce Dilger, Chief Solutions Architect at Clypd.
"TubeMogul strongly believes that standards accelerate adoption. For Programmatic TV to break out, standards will be critical. The API standards proposed by the GABBCON working group will help improve targeting and automation between the key systems that are building the next generation PTV infrastructure," said Jason Lopatecki, Chief Innovation Officer at TubeMogul.
"Our focus has been to create an open standard that has the potential for wide adoption by broadcasters, MVPDs, cross-device video publishers, DSPs, SSPs and data companies. We are incredibly encouraged that on the day of launch a number of global leaders are already implementing the new API. This early adoption reminds me of the early days of the OpenRTB launch," said Gabe Greenberg, GABBCON CEO and Co Founder.
"The standards developed by this group take us a giant step closer to making television more effective – using sight, sound and motion to not only influence an individual at the exact right moment, but to engage them in order to deliver meaningful action. With improved targeting and message control, brands can simultaneously increase effectiveness, reduce media waste, and make marketing smarter by better understanding TV's impact on your brand," said Sandro Catanzaro, Co-Founder and SVP of Analytics & Innovation at DataXu. "This is a win-win-win that will transform TV over the next 3 years."
"The GABBCON working group continues to make great progress. We are excited to see the API not only in market but being used by several global players. The group is already working on version 3 and are planning for new screens including DOOH," said Greenberg.
"ABCDs Of Linear TV Audience Buying" is available here.
GABBCON, Global Audience Based Buying Conference and Consultancy works with organizations who are not satisfied with the status quo and whom are active or want to be active in audience based buying. We provide thought leadership conferences and bespoke event services, business consulting to drive growth and foster innovation in the audience based buying marketplace and lead a working group of like minded companies who have a shared interest in moving the audience based buying marketplace forward.
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