Open RTB (Open Real-Time Bidding) is an open industry framework that standardizes communication protocols between advertisers, publishers, and ad exchanges in real-time bidding (RTB) environments.
Significance and uses of Open RTB
Open RTB streamlines the buying and selling of ad inventory through programmatic advertising. It enables efficient and automated ad transactions, improves targeting capabilities, and fosters transparency and interoperability across the digital advertising ecosystem.
Example of Open RTB
An ad exchange platform uses the Open RTB protocol to facilitate real-time bidding between advertisers and publishers. The protocol ensures seamless communication and data exchange, allowing advertisers to bid on ad inventory in milliseconds, resulting in efficient and effective ad placements.