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Real-time Bidding (RTB) is a way of transacting media that allows an individual ad impression to be put up for bid in real-time. This is done through a programmatic on-the-spot auction, which is similar to how financial markets operate. RTB allows for Addressable Advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioral attributes.
The Real-Time Bidding (RTB) Project, formerly known as the OpenRTB Consortium, assembled technology leaders from both the Supply and Demand sides in November 2010 to develop a new API specification for companies interested in an open protocol for the automated trading of digital media across a broader range of platforms, devices, and advertising solutions. At the time Programmatic had only accounted for 4% of the display advertising market. By 2017, RTB is expected to account for 29% of the digital mix (source: eMarketer March 2013). This group continues to create open industry standards that ensure all parties, buy and sell side alike, can transact RTB at scale and build future industry innovation.
OpenRTB API Specification V 2.5 OpenRTB Dynamic Native Ads API Specification V 1.1
OpenRTB 2.5 includes updates that integrate current trends and allows for improvements in programmatic technology. Release highlights include:
OpenRTB 2.4 introduces a brand new advertising medium to the protocol: digital audio. This is also the largest update to OpenRTB to date which includes improvements to private marketplace transactions, ability to declare skippable video ads, and additional fields in the bid-response allowing for more granular reporting capabilities. Release highlights include:
OpenRTB 2.3.1 provides an update to the specification addressing two typos:
The OpenRTB 2.3 specification provides support for native ads. This is one of the most significant updates to OpenRTB as it allows for native ads to be targeted, optimized, and transacted on programmatically, reducing workload on publishers and advertisers alike. Release highlights include:
OpenRTB 2.2 provided for improved PMP and non-intentional traffic support. With bot traffic becoming an increasing concern to both the buy and sell sides, OpenRTB 2.2 allows for all parties to be able to provide real-time feedback on ads to determine and block non-human traffic. Release highlights include:
OpenRTB 2.1 provided for improved VAST video, tablet and location targeting support. Release highlights include:
OpenRTB 2.0 provided unified support for display, mobile, and video capabilities. This was a significant step forward for programmatic as allows for the harmonization of mobile and desktop advertising. Release highlights include:
The Native Ads API 1.1 includes market-demanded improvements and features corresponding to the IAB Deep Dive on In-Feed Ad Units. Release highlights include:
Download the OpenRTB Dynamic Native Ads API Specification V1.1
This spec describes the outer native object, which includes the ad unit (the 6 types of native ads defined by the IAB Native Advertising Playbook) and the layout. While the Native Ads API is designed to be used with OpenRTB, it provides a set of fundamentals that are useful in non-RTB environments like in-app SDK object description.
OpenRTB Security Advisory 15-01, released December 2015
Guidance for DSPs and SSPs to mitigate botnet attack optimization tactics.
For more information or to join the OpenRTB Working Group, contact Jennifer Derke, Senior Manager, Product, at the IAB Tech Lab at [email protected].
Visit IAB Tech Lab’s OpenRTB page for supporting resources and tools.
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