IAB Tech Lab Releases OpenRTB 2.5 With Updates For Programmatic Tech

The Interactive Advertising Bureau (IAB) Tech Lab on Wednesday released updates to its OpenRTB (real-time bidding) standard. The IAB outlined the updates for OpenRTB 2.5 in a blog post.

The latest version includes updates that adjust for improvements in programmatic technology. The updates include the following:

--IAB New Ad Portfolio Support, which focuses on integrating flexible aspect-ratio-based ads into the bid object.

--Video Placement Type Support ,which adds visibility into what type of placement a VAST (video ad serving template) tag is running in accordance with the IAB digital video glossary.

--Header Bidding Support, which allows for a signal when a bid request originates from an upstream decisioning implementation such as header bidding.

--Historic Metrics Support, where exchanges can pass metrics such as viewability or click-through rate.

Additional updates in OpenRTB 2.5 include billing and loss notification support, payment ID, Tactic ID, clarification of device carrier, substitution macros clarification, and attributes for language.

Calling Open RTB the “bedrock of the programmatic industry,” Alanna Gombert, GM of the IAB Tech Lab, told Real-Time Daily via email that the release takes into consideration header bidding and the IAB New Ad Portfolio. “We look forward to a new wave of creativity in 2017,” she said.  

Since it was first launched in 2010, the OpenRTB standard has drawn participation from developers invested in advancing programmatic technologies across the digital advertising industry, according to the IAB.

OpenRTB 2.5 is available for a 30-day open review period starting today.

Co-chair of the OpenRTB Working Group and Co-Founder/CTO of DataXu Bill Simmons stated: “With this version, we’re adding features to better address the growing popularity of mobile, video, native, and new formats like the new Flex Ads portfolio.  Six years after its introduction, OpenRTB is supported by nearly all of the suppliers of real-time bidding inventory around the globe.”

In fact, more than $10 billion in digital media will be bought and sold in 2017 using the OpenRTB protocol, according to data from MAGNA Intelligence’s report on Programmatic, September 2016, Simmons said.

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