OpenRTB
OpenRTB (Open Real-Time Bidding) is an IAB protocol that standardizes the communication between DSPs and SSPs during programmatic auctions. OpenRTB defines the JSON-based bid request (what the SSP sends to the DSP, including user data, page context, and impression details) and bid response (the DSP's bid price, creative, and targeting). OpenRTB 2.5 is the most widely adopted version, while OpenRTB 3.0 introduces improved transparency, supply chain object (schain), and enhanced user privacy controls.
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