Requirement 2: an open technology platform

Introduction
BT today: hit or miss
Paradise found: targeting without waste
Requirement 1: an open marketplace
Requirement 2: an open technology platform
Requirement 3: an open mind

Access to massive amounts of inventory from thousands of participants is essential. What if you have ad space but you are limited to only one choice for targeting? The provider may offer a strong solution for targeting based on prior site visits, but not for retargeting against customer data.

Open APIs (application programming interface) make it possible for any provider of behavioral targeting technology to hook into the platform to offer its own flavor to member networks, advertisers and publishers. Instead of being limited to one network's inventory, segmentology and technology, an exchange advertiser can choose among an array of competing networks and technology partners, greatly increasing access to targetable inventory as well as the best targeting tool for the job at hand.

APIs are a hallmark of the open marketplace in which all parties can bring their best to bear on creating success on a level playing field. If a technology provider has a better way, it benefits all participants if they plug it in and offer it to all.

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