What is OpenRTB?
OpenRTB is a communication framework designed for the programmatic buying and selling of digital ads. Developed to facilitate transparency and interoperability among different ad technologies, OpenRTB simplifies the real-time bidding process by providing standardized guidelines. It enables automated and instantaneous ad buying across a wide array of platforms, with a particular focus on enhancing efficiency and scalability in mobile ads.
This protocol supports the rapid exchange of bid requests and responses, ad selection, and impression tracking across the digital advertising ecosystem, making it a cornerstone of modern, programmatic advertising, especially in the mobile context where users' attention and screen time are highly coveted.
How does the bidding process work within OpenRTB?
The bidding process happens following the real time bidding mechanism, which is a key feature of OpenRTB, allowing advertisers to bid on ad inventory in real time, often within milliseconds. This process enables advertisers to target specific audiences more accurately and efficiently, maximizing the effectiveness of their ad spend.
It should be noted that OpenRTB is basically how Supply-Side Platform (SSP) and Demand-Side Platform (DSP) communicate with each other, providing their specification details via bid requests and responses. Here are the steps to get started with OpenRTB:
- Both publishers and advertisers need to integrate with platforms that support the OpenRTB protocol - SSPs for publishers and DSPs for advertisers.
- Advertisers define their targeting criteria and bid strategies in their DSP, which then automatically participates in real-time auctions on SSPs that match their criteria.
- Publishers set up their inventory in an SSP, specifying parameters like minimum bid prices and targeting options.
- The SSP then auctions off the inventory among the connected DSPs, all facilitated by the OpenRTB protocol. OpenRTB supports both first-price or second-price auctions. In a first-price auction, the highest bid determines the cost directly paid by the marketer to the publisher. Conversely, in a second-price auction, while the highest bid wins, the actual price paid is adjusted down to just above the second-highest bid.
What are some OpenRTB Versions?
Each version is built upon the last and introduces enhancements, new features, or updates that aim to improve the efficiency, security, and transparency of the programmatic buying and selling process. Here's a closer look at some of the notable versions and their contributions:
- OpenRTB 2.0 to 2.4: These versions progressively introduced more sophisticated targeting capabilities, support for different ad formats, and improvements in data sharing for better bidding decisions. They laid the foundation for a more dynamic and responsive bidding environment.
- OpenRTB 2.5: Marked a significant update with improved support for native advertising. It provided a structured way to handle the increasing demand for native ads, which blend seamlessly with the content around them, offering a less intrusive advertising experience.
- OpenRTB 3.0: Introduced as a major overhaul aimed at increasing transparency and security within the RTB ecosystem. This version included the Ads.cert initiative to combat fraud by authenticating inventory through digital signatures. It also proposed a new way to structure bid requests and responses for more clarity and efficiency in the bidding process.
- OpenRTB 3.0 Framework and Beyond: The 3.0 framework and subsequent updates continue to address industry challenges like privacy concerns, the need for more detailed reporting, and the elimination of fraudulent activities. These versions are designed to be more adaptable, allowing for quicker responses to new technologies and regulatory changes.
Best Practices for OpenRTB
Refer to these best practices to have the most effective OpenRTB execution:
- Ad Fraud Protection: Utilize advanced detection technologies and third-party solutions to combat ad fraud. Implement machine learning to spot and block fraudulent patterns, ensuring integrity in advertising transactions. MMPs like Airbridge also have effective tools and mechanisms to prevent ad fraud and secure your budget. To see how it becomes possible, refer to Airbridge Fraud protection.
- Stay Updated with OpenRTB Versions: Keeping abreast of the latest OpenRTB updates is essential. New versions introduce features and security measures that improve transparency and efficiency in the bidding process.
- User-centric Approach: Prioritize user experience and privacy. Focus on delivering relevant and engaging ads while safeguarding user data, building trust, and enhancing user satisfaction.
- Adjust SSP Rules: Optimize SSP settings to ensure high-quality inventory management. Set minimum bid thresholds, enforce brand safety measures, and analyze inventory performance for better revenue optimization and user experience.
