More and more publishers are utilizing JSON (JavaScript Object Notation) for their display advertising demand mediation.  In techie terms, JSON is an open-standard file format that uses human readable text to transmit data objects via asynchronous browser/server communication.  In our advertising world, it means that the communication for mobile advertising requests and responses are made on a S2S (server-to-server) level.  This allows publishers to get speedy responses of an “ad” or “no-ad” in a timely manner.

VRTCAL has rolled out its support for JSON to meet the growing needs of our sophisticated publishers.  On our side, JSON allows us to more effectively administer PMPs (private marketplace) between some of our advertisers and the selected publisher ad units.

We look forward toward the continued evolution of our proprietary platform.