What is OpenRTB integration in programmatic advertising? Glossary

What is OpenRTB Integration?

OpenRTB (Open Real-Time Bidding) integration is a standardized protocol that facilitates seamless communication between buyers and sellers in programmatic advertising. Developed by the IAB Tech Lab, it establishes a common framework for real-time bidding transactions, enabling advertising platforms to exchange bid requests and responses efficiently.

How does OpenRTB Integration work?

The OpenRTB protocol automates transactions between key components of the programmatic advertising ecosystem:

Supply-Side Platforms (SSPs) manage publisher inventory and send bid requests.
Demand-Side Platforms (DSPs) analyze bid requests and submit bids for advertisers.
Ad Exchanges serve as marketplaces where RTB transactions take place.

When a user visits a webpage, this process unfolds in milliseconds. The publisher’s ad server issues a bid request containing user data and ad placement details. Multiple DSPs evaluate the request and submit bids, with the highest bidder winning the auction. The selected ad is then displayed to the user.

Why is OpenRTB Integration important?

OpenRTB standardizes programmatic ad transactions, ensuring efficiency and transparency in real-time bidding. It scales effectively, supporting billions of transactions daily, and accommodates various ad formats, including display, video, native, and audio.

How is OpenRTB Integrated?

Implementing OpenRTB requires support for JSON-formatted bid requests and responses, low-latency infrastructure, and compliance with the latest OpenRTB specification (currently version 2.6). Security measures and privacy controls must also be in place, ensuring data protection and regulatory compliance.

Privacy and security considerations

OpenRTB includes built-in mechanisms for user consent management (e.g., GDPR compliance), encrypted user IDs, and privacy preference communication. These features help maintain user trust and regulatory adherence.

What’s next for OpenRTB?

The protocol continues to evolve, incorporating advancements in connected TV advertising, identity solutions, and privacy enhancements. As the digital advertising landscape shifts, OpenRTB adapts to support emerging ad formats and targeting capabilities.