Tag: OpenRTB

Demystifying the OpenRTB Video plcmt Attributes

A visual guide to the differences between the various ‘plcmt’ video attribute types in OpenRTB replacing the deprecated ‘placement’ attribute

February 3, 2025 / More

ID Provenance Added to OpenRTB

OpenRTB 2.6 updated to provide the industry with ability to understand ID provenance

September 23, 2024 / More

The VAST CTV Addendum 2024 is Ready for Implementation!

Backwards compatibility for VAST 2.0 and above to support features that enable ad serving across all TV-viewing environments

July 18, 2024 / More

IAB Tech Lab releases final Privacy Sandbox Fit Analysis

On June 27, IAB Tech Lab releases the final results of the fit analysis of Google’s Privacy Sandbox for Protected Audiences auctions

June 27, 2024 / More

Introducing Initial OpenRTB Support for the Protected Audience API

Google’s Privacy Sandbox introduces a number of APIs that impact how advertising is bought and sold. Some of them, like TOPICS, are relatively straightforward and were successfully mapped to existing programmatic constructs. Others, like the Protected Audience API, are significantly more complex and require the evolution of OpenRTB for clear […]

February 26, 2024 / More

Introducing Provisional Attributes

The introduction of the OpenRTB Specification in 2012 created a lingua franca spoken by constituents of the Programmatic Supply Chain. By creating a shared language and removing the need for each party to have slightly different interpretations of widely used attributes, the programmatic ecosystem was able to expand exponentially, which […]

February 20, 2024 / More

IAB Tech Lab releases for public comment, specification for DSA Transparency

IAB Tech Lab has made an MVP specification available for public comment to help Online Platforms comply with the DSA which goes into effect on February 17, 2024. The DSA Transparency specification is open for a public comment period ending on December 31st, 2023. Feedback may be sent to support@iabtechlab.com. […]

December 1, 2023 / More

Using OpenRTB Signals to Identify Made for Advertising

Introduction Made for Advertising sites (MFA’s) have gained significant attention following the recent ANA study that focused on themes like carbon emissions, supply chain transparency and brand education about programmatic inventory. MFAs are a concern because they are designed specifically to win programmatic scale and churn out profits while delivering poor consumer […]

November 29, 2023 / More

Updates To OpenRTB For Public Comment

Last updated: April 10, 2023 OpenRTB 2.6-202303 was pushed to production the week of April 3rd, 2023. The below outlines the updates that were made based on public comment feedback. Please reach out to hillary@iabtechlab.com with any questions. ORTB 2.6-202303 AdCOM 1.0-202303 Pre-roll, mid-roll, and post-roll ads that are played […]

April 26, 2023 / More

Digital Out of Home is Now Integrated Into OpenRTB

Out-of-Home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside of the home. This includes billboards, screens, and posters seen while “on the go”; from the spectacular displays in Times Square to the Kiosk, ATMs and Taxi-toppers below. It also includes place-based media seen […]

December 7, 2022 / More