Monthly Archives:September 2016

A “Lingua Franca” is a common language enabling people from various countries and cultures to understand each other. For instance, Latin imposed itself as the common language throughout Europe during the old days of the Pax Romana and French was used widely across diplomatic missions until the beginning of the 20th century. Today, English is the uncontested universal language of commerce, trade and business for the ease of exchanging information and making communication standardized.

The same purpose underlies the creation of the RTB project, as its mission is officially to “spur greater growth in the RTB marketplace by providing open industry standards for communication between buyers of advertising and sellers of publisher inventory.”