OpenRTB Update: The 2.0 Train Rolls On!


It’s been an exciting week for OpenRTB!  Since we launched in December 2010, there has been a huge amount of interest in the project, from companies across the advertising ecosystem. On Tuesday, we proudly announced that the six founding company list has grown to over 70 supporters!

In just a few short months, we’ve already launched fully operational block list standards among demand- and supply-side partners, and created mobile and video committees. I’ve really enjoyed working with everyone involved. OpenRTB couldn’t have reached such significant milestones so quickly without the great ideas and strong support from the group. Anyone interested in joining the group’s discussion can subscribe to the following lists:

OpenRTB Roundtable

On April 12,, Admeld, CONTEXTWEB, DataXu, MediaMath, Nexage, PubMatic, the Rubicon Project, and Turn hosted an OpenRTB roundtable event during ad:tech in San Francisco. More than 160 executives from advertising technology companies around the industry and Randall Rothenberg, President of the IAB joined in a lively discussion of what this movement means for the digital advertising industry. To sum it up:

More efficiency for buyers and sellers + More consistent quality of service for clients = Faster growth for the entire industry

We all know that there is a lot of room for growth in our industry, and anything that can grease the skids is a no-brainer. As Ernie Cormier from Nexage stated, “let’s reduce the friction so that we all benefit.”


Roadmap: Video Support

The next item on the agenda is to get the OpenRTB 2.0 spec to the marketplace.  The 2.0 spec will include video support, and is built upon the 1.0 spec for display and mobile real-time bidding (available here).  We aim to release a unified spec enabling a real-time auction for display, mobile, and video impressions – in a single API. The ultimate goal is to simplify communications between advertisers and publishers by supplying a common protocol, for a more vibrant digital advertising marketplace.  The protocol is completely open source and Creative Commons and BSD licensed, so end-users may adopt all or any part of the specs to help move their business forward.

What’s next?  Many have asked for the creation or improvement of standards for passing 3rd party data through RTB channels, cookie matching methods, and consumer privacy enforcement communication. We’re looking into all three requests, and we’re happy to take suggestions on how best to implement!

Bill Simmons, DataXu CTO and Co-founder

OpenRTB Founder