Concept
OpenRTB
A standard protocol for real-time bidding in programmatic advertising that defines specifications for automated API-based interaction among parties in ad transactions, driving the bidding process among DSPs, SSPs, and ad exchanges.
Timeline (last 90 days)
Oct 15
RTB (real-time bidding) is the core protocol of programmatic advertising: when a user loads a page containing ad slots, the SSP sends a bid request to the ad exchange market, multiple DSPs return bids and creative assets within about 100 milliseconds, and the highest bidder's ad is rendered on the page, with the entire process driven by standardized protocols such as OpenRTB.
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