OpenRTB
OpenRTB is the technology that facilitates real-time bidding (RTB). RTB is the buying and selling of ad impressions via instantaneous programmatic auction.
What is OpenRTB?
Many of the video and display ads you see online result from companies using real-time bidding (RTB) to display their ad to you. RTB — which happens in less than a second — is an integral part of programmatic advertising, an industry that's expected to surpass $200 billion in the US in the near future.
OpenRTB standards supply the protocol for RTB transactions. They include consistent, standardized ways to provide essential information about an ad impression. For example, through OpenRTB, marketers can see publisher information, the sizes and standards for the ad creative, and other information needed before bidding.
The purpose of OpenRTB is to encourage growth in RTB marketplaces by supplying an open industry standard for interoperability and communication between buyers and sellers of digital advertising. It's been around since 2010, when a large group of demand-side platform and supply-side platform (SSP) came together to create the open-source protocol for OpenRTB.