Developer Guide Explains Building an OpenRTB Bid Request Handler
· 34h ago · Originally reported by SitePoint
A new guide provides developers with instructions on creating a handler for OpenRTB bid requests, a key component in programmatic advertising. The resource aims to help technical audiences understand how to process and respond to real-time ad auction requests.
Why it matters
Understanding how OpenRTB bid requests work is essential for anyone building or maintaining programmatic ad platforms, as it enables efficient participation in digital ad auctions.
Explain it like I’m new here
It's like learning how to build a machine that listens for offers at an auction and decides whether to make a bid.
Read the original at SitePoint
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.
Bid request
A bid request is the message an SSP or exchange sends to potential buyers describing an available ad impression, inviting them to bid on it in a real-time auction.
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Go deeper
Related stories
Microsoft Advertising Integrates with HubSpot Ahead of Holiday Season
Microsoft Advertising has launched a new integration with HubSpot, aiming to streamline campaign management for marketers as the holiday season approaches. This partnership is expected to help advertisers more easily connect their CRM data…
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.
Viant Expands Direct Access Offering Amid Analyst Ratings Update
Viant Technology has expanded its Direct Access product, which is likely aimed at enhancing how advertisers and agencies interact with its platform. The news coincides with updated analyst ratings for Viant's stock, reflecting market…
OpenX Appoints John Rogers as SVP of Global Publisher Development
OpenX has hired John Rogers, a former Roku executive, to serve as Senior Vice President of Global Publisher Development. Rogers will oversee efforts to expand and strengthen relationships with publishers worldwide.
Lacuna Introduces Integrated Programmatic Advertising Ecosystem
Lacuna has launched a new platform designed to unify various aspects of programmatic advertising into a single ecosystem. The offering aims to streamline the buying, selling, and management of digital ads for advertisers and publishers.
Haleon Expands Advertising with Programmatic Digital Out-of-Home
Haleon is moving into programmatic digital out-of-home (DOOH) advertising, signaling a shift beyond traditional small screen formats. This approach allows the company to automate and optimize ad placements on digital billboards and screens…