Open RTB Specs

About OpenRTB

As specified by the IAB.

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.

Historical Timeline

In reverse chronological order.

Open RTB

Open RTB 3.0 – Currently in beta, IAB estimated release date – end of 2018

OpenRTB 2.5, released January 2017

OpenRTB 2.4, released March 2016

OpenRTB 2.3.1, released June 2015

OpenRTB 2.3, released January 2015

OpenRTB 2.2.1, released July 2016

OpenRTB 2.2, released April 2014

OpenRTB 2.1, released October 2012

OpenRTB 2.0, released January 2012

Ads.Txt

Ads.TXT 1.01, released September 2017

Native

OpenRTB Dynamic Native Ads V1.2, released July 2017

OpenRTB Dynamic Native Ads API Specification Version 1.1, released March 2016

OpenRTB Dynamic Native Ads API Specification Version 1, released February 2015

Sources

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— Mark Twain