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Dr Neal Richter, Chief Scientist, The Rubicon Project, Explains Deal ID & the Open RTB Initiative

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by Romany Reagan on 26th Apr 2013 in TRADERTALK

Dr Neal Richter, Chief Scientist at The Rubicon Project, breaks down the concept of Deal ID (a unique string token, passed on the bid call to various bidders). Richter describes the crucial role played by Deal ID in the private marketplace, and explains how Open RTB is addressing some of the key problems that existing current trading model.