OpenRTB 3.0 Finalized and Ready for Adoption
OpenRTB 3.0 is the largest overhaul of the OpenRTB protocol since its inception in 2010. The purpose of this major update is to meet the market’s demand for security, transparency, authentication, and trust in programmatic advertising. New structure for programmatic specifications means that where OpenRTB 2.x was previously used alone, now OpenRTB 3.0 AND AdCOM 1.0 should be used in tandem.
This overhaul saw a thorough review process within the OpenRTB working group and the public. In June 2018 the IAB Technology Laboratory released for public comment the tech specifications for OpenRTB 3.0, built upon the framework released September 2017, as the second part of a two-phase introduction to the ecosystem to promote healthy growth digital advertising programmatic marketplace. Specifications designed to support OpenRTB 3.0 were also available for public comment, including: ads.cert: Signed Bid Requests, AdCOM, and the Ad Management API.
Please reach out to firstname.lastname@example.org with feedback or questions.
Note: The new structure of the OpenRTB 3.0 Beta specification requires use of both OpenRTB (transactional specification) AND AdCOM (specification describing objects to be transacted). This layered specification approach is referred to as “OpenMedia.” Previous 2.X versions of OpenRTB were standalone specifications.
|Previous Versions||Supporting Resources||Related Documents||OpenRTB Extensions|
Real-time Bidding (RTB) is a way 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 by 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 2.5 (PDF)
OpenRTB 2.5 includes updated that integrate current trends and allows for improvements in programmatic technology. Release highlights include:
| OpenRTB 2.4 (PDF)
OpenRTB 2.4 main improvements:
| OpenRTB 2.3.1 (PDF)
Provides an update to the specification addressing two typos:
| OpenRTB 2.3 (PDF)
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 (PDF)
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 (PDF)OpenRTB 2.1 provided for improved VAST video, tablet and location targeting support. Release highlights include:
| OpenRTB 2.0 (PDF)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:
OpenRTB Advisory – GDPR
Tech Lab CodeBank: OpenRTB
Tech Lab Tool: OpenRTB Bid Validator
OpenRTB Security Advisory 15-01 (PDF) Released December 2015
Guidance for DSPs and SSPs to mitigate botnet attack optimization tactics.
Extensions to OpenRTB
The new version 1.2 of the OpenRTB Dynamic Native Ads API Specification is in public review. Some of the added features include support for third-party ad serving, dynamic creative optimization (DCO), privacy flags, and new event tracking options. Please review and send your questions or any feedback to email@example.com by May 17, 2017.
IAB Tech Lab Releases Protocols For OpenRTB (Press Release)
Developed by the OpenRTB Working Group
IAB Tech Lab Contact
Senior Director, Video & Audio Products