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IAB Tech Lab Special: Open RTB
May 20, 2024
The podcast delves into the history and impact of the openRTB protocol, aiming to standardize online advertising communication. It discusses the challenges of early programmatic advertising, evolution of industry standards, and ensuring trust in transactions. An animal analogy is used to explain the importance of accuracy in ad request origins.
21:37
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Quick takeaways
- OpenRTB protocol standardized online ad transactions, promoting industry efficiency.
- Flexibility in OpenRTB protocol allows tailored implementations while maintaining standardization.
Deep dives
Origin of OpenRTB Protocol
The OpenRTB protocol was birthed out of necessity in the ad tech industry to streamline communication between buyers and sellers of online advertising. Before its existence, various platforms had differing bid request structures, leading to inefficiencies and complexities for companies like DataZoom. The visionary behind OpenRTB, Bill Simmons, recognized the need for a standardized framework and initiated a strategic effort to rally companies around this idea. Through early adoption by key players like Rubicon, Pubmatic, and Admel, OpenRTB gradually gained traction, evolving to become the lingua franca of online ad transactions.
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