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OpenRTB

IAB Ad Technology Council. OpenRTB. Bill Simmons, DataXu Roland Cozzolino , MediaMath Neal Richter, Rubicon Project April 8, 2013. 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 April 8, 2013

  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. 2013 Agenda • Evangelize best practices and uptake of OpenRTB2.1 • Open source bidders • Formal Governance policy • April 9th SF meeting • OpenRTB2.2 • Mobile & Video needs • Order Automation standard • DealID bidding best practices

  4. 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. • This has been changing in Q1! • TBD: whitepaper reviewing the RTB protocols vsOpenRTB? • Open Question: How can we push for wider adoption of OpenRTB by the ‘Server2Server’ Mobile API networks?

  5. OpenRTBGovernance The group is considering a proposal to establish formal policy for open governance. • Modeled after Apache policy • Co-Chairs (Participating with IAB) • Project Management Committee • Contributors

  6. OpenRTB 2.2 Mobile/Video • Banner.api (MRAID) • Video.api (VPAID) • More Device types • Adopt Apple’s Advertiser • Hashed MAC Addresses • Use cases and patterns

  7. OpenRTB 2.2 DealID • Standardized DealID extensions • DealID • Buyer/SeatID • Floor price • Deal class/priority • There are many variant DealID extensions to RTB, yet no clear semantics nor consistency. • Best Practices document for bidding and exchange logic • Use cases and patterns

  8. Order Automation API • 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

  9. Open Source Bidders • OpenRTB compliant open source bidder implementation • DataCratic released RTBKit in Feb. • http://rtbkit.org/site/ • GitHub projects • https://github.com/openrtb/openrtb2x • https://github.com/EigenDog/openrtb • https://github.com/if6was9/openrtb

  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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