First step – standardization

In order to create this Utopian auction environment, in a realistic world, you must first, level the playing field. No longer can anyone with their own adserver follow their own protocols.  If you want to create an environment where everyone can manage billions of ads a day, the first step is normalization.

In order for this dream to become a reality, many protocols had to become standardized with very stringent specifications.  such as:

  •  Bid requests formulation
  •  Bidder responses
  • Ad formats
  • Publisher and placement types
  • Standardization of Geolocation, device and other data definitions
  • Header bidding
  • Billing and loss information
  • Normalization of outstream video

Second step – early implementation

As always, the larger companies in AdTech noticed the impeding problems with the ecosystem’s lack of proper auctioning protocols. Using a standardized auction and decisioning provided AdTech giants a great offering to their demand partners and increased their value-added proposition for their supply partners. This was the first step for companies like mediamath, dataXu, Turn, Rubicon and pubmatic to implement the OpenRTB protocol into their adserving.


Third step – adoption

Once the standardized process proved to be so successful many companies started seeing the benefits of OpenRTB and created an entirely more efficient eco-system of buying and selling digital ads.

Fourth step – Support

Shortly after the success of the initial trial IAB standards were introduced, github resources were created, SaaS platforms were created and OpenRTB on its own became an entire ecosystem within the digital advertising realm


A protocol that Greatly benefits media owners and ad agencies.