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OpenRTB

IAB Ad Technology Council. OpenRTB. Bill Simmons, DataXu Roland Cozzolino , MediaMath Neal Richter, Rubicon Project. OpenRTB Mission. Opportunities and risks Accelerate growth of programmatic buying by providing a reference API for buyers and sellers

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OpenRTB

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  1. IAB Ad Technology Council OpenRTB Bill Simmons, DataXu Roland Cozzolino, MediaMath Neal Richter, Rubicon Project

  2. OpenRTB Mission • Opportunities and risks • Accelerate growth of programmatic buying by providing a reference API for buyers and sellers • Normalize ad tech terms used in RTB to prevent common technology/business blockers (example: confusion about seats, members, buyerID, dealID etc.) • Increase quality and safety by including QAG compliance into OpenRTB • Provide standardized way of providing publisher information to buyers • Seek out and standardize emerging processes in Ad Tech near the RTB ecosystem • Discussion • Need to be clear that IAB is not forcing all RTB buyers to standardize. Participation is optional.

  3. Current Status • OpenRTB 2.1 spec is published • 80+ platforms participating in the group • X platforms have implemented the standard

  4. 2013 Agenda • Evangelize best practices and uptake of OpenRTB2.1 • OpenRTB 2.2 • Order Automation standard • Mobile needs • Open source support

  5. OpenRTB 2.x Evangelism • OpenRTB 2.x has been out for a year • Some platforms stuck on 1.0 standard • Multi-bid is supported yet has thin implementation • TBD: whitepaper reviewing the RTB protocols vsOpenRTB?

  6. OpenRTB 2.2 • Standardized DealID extensions • DealID • BuyerID • Floor price • Deal pacing? • Deal class/priority? • There are many variant DealID extensions to RTB, yet no clear semantics nor consistency.

  7. Order Automation • Common standard for inventory packaging and Order automation • Supports ‘programmatic guaranteed’ • Supersedes March 2012 AIDA draft for inventory packaging API. • The ‘Order/Deal’ desperately needs standardization to complement DealID standardization

  8. Mobile • What is needed to support Mobile efforts? • Browser and in-app • Can we convert the so called ‘server-to-server’ protocols to be more RTB like? • What else needs standardization in Mobile?

  9. Emerging • OpenRTB compliant open source bidder implementation

  10. Join us! • Initiative co-chairs • Bill Simmons, DataXu, bill@dataxu.com • Roland Cozzolino, rcozzolino@mediamath.com • Neal Richter, nrichter@rubiconproject.com • How to get involved and next steps • Join mailing lists for openrtb-dev and openrtb-user • Need reviewers • Contact via email or mailing list • Need participation from companies on order automation

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