OpenRTB

An open-source protocol developed in conjunction with a consortium of demand- and Supply-side platform (SSP)s, adopted by Internet Advertising Bureau (IAB).

OpenRTB is a standard of communication between buyers and sellers of Real-time bidding (RTB)advertising, allowing AdTech platform (Demand-side platform (DSP)s, Supply-side platform (SSP)s, and Ad exchanges) to speak the same language when conducting online media transactions.

Related post: How an OpenRTB Integration Makes AdTech Platforms More Valuable

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