The Open Data Protocol (OData) is a standardized protocol for building REST APIs. OData v4 specifies many best practices for REST APIs including a terse, hypermedia-oriented JSON format.
OData v4 is an OASIS Standard, with more than 20 companies participating on the technical committee. Microsoft, SAP, Salesforce, and many other companies are strong advocates of the protocol as a solution to an otherwise fragmented REST API landscape.
This same standardization allows generic hypermedia clients to consume the service. Excel, Tableau, and QlikView are well known data clients that have support for consuming OData.