Standards

OpenRTB — Definition & Explanation

Open Real-Time Bidding — the IAB Tech Lab protocol that standardizes the technical specification for bid requests and bid responses in programmatic auctions. OpenRTB defines the data fields exchanged between SSPs and DSPs during real-time transactions.

How OpenRTB Works

OpenRTB defines a JSON-based specification for bid request and response objects. Current version is OpenRTB 2.6, with OpenRTB 3.0 introducing a more flexible component-based architecture. All major SSPs and DSPs implement OpenRTB.

Why OpenRTB Matters for Publishers

OpenRTB compliance enables publishers to work with any SSP or DSP in the ecosystem. Stellor Media implements full OpenRTB compliance to maximize demand partner connectivity.

Frequently Asked Questions

What version of OpenRTB does Stellor Media use?

Stellor Media supports OpenRTB 2.5 and 2.6, with ongoing work toward OpenRTB 3.0 adoption as the industry transitions.

Do publishers need to understand OpenRTB to work with Stellor?

No. Stellor Media handles all technical OpenRTB implementation. Publishers simply need to implement the ad tags or Prebid.js adapter.

How does OpenRTB relate to Prebid.js?

Prebid.js sends bid requests from the browser using OpenRTB-compatible formats. On the server side, SSPs communicate with DSPs using the full OpenRTB specification.

Related Terms

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