To stay up to date with the ever-changing programmatic buying marketplace, the IAB Tech Lab has just released two critical updates for public comment.
The updates are the OpenRTB 2.4 protocol and the OpenRTB Dynamic Native Ads 1.1 extension.
“The 2.4 version of OpenRTB offers a myriad of improvements including the ability to declare skippable video ads, new fields in the bid-response, and support for digital audio,” according to the IAB. “Dynamic Native Ads API 1.1 marks first update to the OpenRTB native addendum since it’s introduction to the marketplace in early 2015.”
The updated protocols were developed by the OpenRTB Working Group and OpenRTB Native Subgroup, respectively.
OpenRTB has helped programmatic buying to dramatically scale by reducing friction in the marketplace and “providing a common language for DSPs and SSPs to trade on new and innovative ad formats.”
New advancements featured in OpenRTB 2.4 include Digital Audio Support (creation of new audio supporting both the DAAST & VAST protocols); Video Skippability Support (OpenRTB 2.4 supports skippable in-stream video advertisements); Encryption (OpenRTB now recommends the support of both HTTP & HTTPS); and Location Features (which allow buyers to know when which IP source was used to derive a given geolocation and when the lat/long was last fetched using the device Location Service).
The OpenRTB Dynamic Native Ads API 1.1 features market-demanded improvements and features corresponding to the IAB Deep Dive on In-Feed Ad Units released in July, 2015, including the creation of two new fields; Context (describes the type of content surrounding the ad on the page) & PlacementType (describes the format of the ad being purchased).
“Since 2011, the OpenRTB standard has been adopted by hundreds of companies to facilitate buying and selling digital media. This v2.4 release specification includes the largest set of new features and enhancements of any new version to date,” said Jim Butler, VP Mobile Exchange Technology at AOL Platforms and co-chair of the OpenRTB Working Group. “It is also the product of the greatest level of community participation is recent memory; an indicator that it will continue to be a key enabler of the programmatic ecosystem.”
The public comment period will run through February 19, 2016, after which the OpenRTB Working Group and OpenRTB Native subgroup will evaluate the comments received, make any necessary revisions, and release a final version of each corresponding protocol.
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