The IAB Technology Laboratory opened public comments Tuesday on what it calls a "major overhaul" to the real-time bidding process in OpenRTB 3.0 aimed at giving media buyers more transparency.
Dennis Buchheim, senior vice president and general manager of the IAB Tech Lab, said in a statement that the changes are in direct response to stronger technology requirements that advertisers demand.
The 90-day public comment period will run through December 15, 2017, with a final release scheduled for the first quarter of 2018.
The changes integrate technology such as ads.txt, which Google has spent time promoting in an effort to rid the advertising industry of counterfeit inventory and fraud.
Important updates to the OpenRTB 3.0 proposal include a new process of cryptographically signed bid requests to view the actual path of inventory, providing buyers with verification of an untampered supply chain.
It also offers new specifications called Advertising Common Object Model (AdCOM) that highlights the updates to ad and creative objects. The goal, hypothetically, would give publishers greater control of creative elements and user experience on their webpages
There there is the Ad Management API Standard companion specification intended to standardize the creative approval process for buyers and sellers, streamlining development efforts across platform integrations.
The Interactive Advertising Bureau said the public comment process will include two phases. First, comments on the framework are being collected. After those framework comments are reviewed, OpenRTB 3.0 specifications will be made available in October via the IAB Tech Lab blog to allow for additional comments to be shared.