IAB Tech Lab Updates OpenRTB To Increase Security, Transparency, Authentication & Trust in Programmatic Advertising
OpenRTB 3.0 Released for Two-Phase Public Comment
Framework Released First for Industry Input, to be Followed by Specs for Additional Feedback
NEW YORK, Sep. 12 /BusinessWire/ --
Technology Laboratory released for public comment OpenRTB 3.0, a
major overhaul to the real-time bidding framework that will heighten
trust in the security of the automated advertising supply chain by
giving buyers more transparency during the bid process. It also
integrates recent technology advancements-such as ads.txt-to improve
automated buying and selling for all stakeholders.
A new process of cryptographically signed bid requests to view the
actual path of inventory, providing buyers with verification of an
untampered supply chain
New companion "Advertising Common Object Model" specifications
(AdCOM), highlighting the updates to ad and creative objects that will
give publishers greater control of creative elements and user
experience on their webpages
Ad Management API Standard companion specification, standardizing the
creative approval process for buyers and sellers, streamlining
development efforts across platform integrations
"This overhaul, which is the most comprehensive revision to OpenRTB
since its inception in 2010, will arm the digital ad industry with
resources to fuel the growth of automated buying and selling," said
Dennis Buchheim, Senior Vice President and General Manager, IAB Tech
Lab. "It is a direct response to the stronger technology requirements
that are demanded by brand marketers and media buyers in today's complex
"OpenRTB v3.0 fills a critical need, allowing real-time bidding to adapt
to modern supply chains and providing new tools to combat fraud," said
Jim Butler, CTO of Global Supply Platforms, Oath Inc. and Co-Chair of
the OpenRTB Working Group. "As the industry adopts this new standard, we
expect to see sharply increasing demands for authenticated supply and
high quality ad experiences, better interoperability with other IAB
standards, and an even greater pace of innovation."
This public comment process will include two phases. First, comments on
the framework are being collected at https://goo.gl/forms/eUOEV9Lr6VW0RWtf2.
After those framework comments are reviewed, OpenRTB 3.0 specifications
will be made available in October via the IAB Tech Lab blog to allow for
additional comments to be shared.
In total, OpenRTB 3.0 will have a 90-day public comment period, running
through December 15, 2017, after which the IAB Tech Lab OpenRTB Working
Group will evaluate and incorporate the feedback received, and release a
final version in the first quarter 2018, including both the updated
framework and specifications. With the final release, companies would
then be able to begin the adoption process.
The IAB Technology Laboratory is an independent, international,
nonprofit research and development consortium charged with producing and
helping companies implement global industry technical standards.
Comprised of digital publishers and ad technology firms, as well as
marketers, agencies, and other companies with interests in the
interactive marketing arena, the IAB Tech Lab's goal is to reduce
friction associated with the digital advertising and marketing supply
chain, while contributing to the safe and secure growth of the industry.
The organization's governing member companies include AppNexus, Extreme
Reach, Google, GroupM, Hearst Magazines Digital Media, Integral Ad
Science, LinkedIn, Moat, Pandora, PubMatic, Sonobi, Tremor Video, and
Yahoo! JAPAN. Established in 2014, the IAB Tech Lab is headquartered in
New York City with an office in San Francisco.