OpenRTB Protocol Sets Standards for Real-Time Ad Impression Trading
· 2d ago · Originally reported by PPC Land
OpenRTB is a technical protocol developed by the IAB Tech Lab that defines how ad exchanges and bidders communicate to buy and sell ad impressions in real time. The protocol specifies the structure and rules for these rapid transactions, including how different data objects are used and negotiated.
Why it matters
Understanding OpenRTB is important because it underpins much of the programmatic advertising ecosystem, enabling automated, efficient, and scalable buying and selling of digital ads.
Explain it like I’m new here
OpenRTB is like a set of rules that lets computers quickly agree on who gets to show an ad, kind of like an auctioneer shouting out bids at lightning speed.
Terms in this story
OpenRTB
OpenRTB is the open technical standard, maintained by IAB Tech Lab, that defines how bid requests and bid responses are formatted and exchanged in real-time bidding.
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
IAB Tech Lab
IAB Tech Lab is the non-profit standards body for digital advertising technology, founded in 2014, which develops specifications such as OpenRTB, VAST, ads.txt, sellers.json and the Open Measurement SDK.
Ad exchange
An ad exchange is a digital marketplace where buyers and sellers of ad impressions meet and trade through automated auctions, usually in real time.
Go deeper
Related stories
IAB Tech Lab Finalizes Version 2.3 of Podcast Counting Rules Including Video
The IAB Tech Lab has finalized version 2.3 of its podcast measurement guidelines, now covering video podcasts. No changes were made after the public comment period, and the current rules will remain in effect until version 3.0 is open for…
IAB Tech Lab Finalizes Podcast Measurement Guidelines v2.3, Eyes Video Podcast Metrics
The IAB Tech Lab has finalized version 2.3 of its Podcast Technical Measurement Guidelines, setting updated standards for how podcast downloads are measured. Work is already underway on version 3, which will address measurement for video…
Why we’re bringing Agentic Advertising into Media Planning with OpenProposal
Learn about the value of OpenProposal extending agentic advertising into the RFP workflow, and creating a win for all stakeholders The post Why we’re bringing Agentic Advertising into Media Planning with OpenProposal appeared first on IAB…
Does the industry need Agentic Advertising?
IAB Tech Lab's new head of Agentic Technologies, Matthew Jacobs, explains how the industry can benefit from agentic advertising The post Does the industry need Agentic Advertising? appeared first on IAB Tech Lab .
Pixalate Launches OpenEPG DB™ 1.0 & Pre-Bid API for CTV Programmatic Advertising
Pre‑Bid API Enriches Open Programmatic CTV Bid Requests With a Standard Content Object in Real Time Across 6,192 U.S. Apps on Roku, Samsung Tizen, Amazon Fire TV, LG webOS, Vizio SmartCast, Apple tvOS, Android TV, Android and iOS…
OpenX Hires John Rogers as Senior VP of Global Publisher Development
OpenX has named John Rogers as its new senior vice president of global publisher development. Rogers, who previously worked at Roku overseeing global programmatic partnerships, brings over 25 years of experience to the role.