Research and development consortium the IAB Technology Laboratory released OpenRTB 3.0 for public comment.
OpenRTB 3.0 is an overhaul to the real-time bidding framework. The IAB said it will heighten trust in the security of the automated advertising supply chain by giving buyers more transparency during the bid process. It will also integrate recent technology advancements like ads.txt to improve automated buying and selling for all stakeholders, the IAB added.
Proposed updates include:
- A new process of cryptographically signed bid requests to view the actual path of inventory, which will provide buyers with verification of an untampered supply chain;
- New companion Advertising Common Object Model specifications (AdCOM), which will highlight updates to ad and creative objects that will give publishers greater control of creative elements and user experience on their webpages;
- And Ad Management API Standard companion specification, which will standardize the creative approval process for buyers and sellers, streamlining development efforts across platform integrations.
The public comment period will include two phases. In the first, comments on the framework are being collected here. After review, OpenRTB 3.0 specifications will be made available in October via the IAB Tech Lab blog in order for additional comments to be shared.
OpenRTB 3.0 will have a 90-day public comment period in total, running through December 15, 2017. Thereafter, the IAB Tech Lab OpenRTB Working Group will evaluate and incorporate the feedback and release a final version in the first quarter 2018.
“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 of the IAB Tech Lab, in a statement. “It is a direct response to the stronger technology requirements that are demanded by brand marketers and media buyers in today’s complex advertising ecosystem.”
Jim Butler, chief technology officer of global supply platforms at media company Oath and co-chair of the OpenRTB Working Group, added, “OpenRTB 3.0 fills a critical need, allowing real-time bidding to adapt to modern supply chains and providing new tools to combat fraud. 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.”