IAB Tech Lab’s new draft OpenRTB 3.0 is designed for the future of advertising

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This week, the Interactive Advertising Bureau (IAB) Technology Lab released for comments a new draft of its OpenRTB framework that is designed to potentially handle entirely new forms of online buying and selling.

The Lab describes version 3.0 as “a major [over]haul of the real-time bidding framework,” noting that it improves security in the ad supply chain and provides more transparency for the bidding process.

Rakuten Marketing CTO Neal Richter, who serves as co-chair of the Tech Lab’s OpenRTB Working Group, told me that the protocol is evolving to handle new kinds of programmatic buying and selling, such as header bidding, content sales, product recommendations, connected TV, or perhaps even products.

The question that 3.0 is intended to answer, he said, is: “How generic can we make this?” In other words, the goal is to revise the protocol so it can “handle anything that’s for sale electronically in real time,” although the emphasis for now is media.

[Read the full article on MarTech Today.]

About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


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