The OpenRTB (Real-Time Bidding) protocol is a widely-used standard for real-time advertising transactions in the digital advertising industry. It enables the real-time buying and selling of advertising inventory through an auction-based system, where advertisers bid on individual ad impressions that are made available by publishers. The protocol has undergone several significant changes since its initial release in 2010, as the industry has evolved and new technologies have emerged.
Versions of ORTB
The first version of ORTB, known as v1.0, was released in 2010 by the Interactive Advertising Bureau (IAB) Tech Lab. It was designed to facilitate real-time bidding for display advertising, and it included basic information about the ad impression, such as the size and location of the ad, as well as information about the user and the device they were using.
In 2012, the IAB released OpenRTB v2.0, which included several important updates. One of the biggest changes was the introduction of a new object called the "BidRequest," which provided more detailed information about the ad impression and the user. This version also introduced the concept of "seat bids," which allowed multiple bidders to submit bids on an ad impression simultaneously. Additionally, OpenRTB v2.0 included support for video and mobile advertising.
In 2014, the IAB Tech Lab released OpenRTB v2.2, which included several new features and enhancements, such as support for mobile app advertising and the ability for publishers to block certain types of ads. Additionally, this version introduced "Deal ID," which allows publishers to offer specific inventory to certain buyers at a fixed price. This helped to automate and streamline the direct-selling process for publishers.
In 2016, OpenRTB v2.3 was released, which included support for native advertising and the ability for bidders to specify their desired creative attributes. This version also added new data fields for user privacy, such as the ability to indicate whether a user has opted out of tracking and targeting.
In 2017, OpenRTB v3.0 was released, which represents a significant change in the protocol. This version includes a number of new features and enhancements, such as support for header bidding, which allows multiple bidders to submit bids on an ad impression simultaneously, before the ad request is sent to the ad server. Additionally, OpenRTB v3.0 includes new data fields for user privacy, such as the ability to indicate whether a user has opted out of tracking and targeting.
In 2019, OpenRTB v3.0.1 was released, which included several updates to the protocol, such as support for new ad formats and the ability for publishers to block certain types of ads. Additionally, this version added new data fields for user privacy, such as the ability to indicate whether a user has opted out of tracking and targeting.
In 2020, OpenRTB v4.0 was released, which represents the next major evolution in the protocol. This version includes several new features, such as support for new ad formats, such as out-stream video, and the ability for publishers to block certain types of ads. Additionally, OpenRTB v4.0 includes new data fields for user privacy, such as the ability to indicate whether a user has opted out of tracking and targeting.
Overall, the evolution of OpenRTB has been driven by the need to adapt to changes in the digital advertising industry, such as the growing use of mobile devices and the increasing importance of user privacy. As the industry continues to evolve and new technologies emerge, it is likely that OpenRTB will continue to evolve as well, in order to meet the needs of the industry and ensure that the buying and selling
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