OpenRTB Integration for Publishers

About OpenRTB Integration

OpenRTB (Open Real-Time Bidding) is the IAB Tech Lab specification that defines the protocol for automated buying and selling of digital advertising inventory. OpenRTB standardizes the data formats and auction mechanics through which SSPs send bid requests to DSPs and receive bid responses — enabling the global programmatic advertising ecosystem to operate at scale across thousands of interconnected platforms.

The current OpenRTB standard is version 2.6, with OpenRTB 3.0 introducing a more modular, component-based architecture. The specification defines dozens of data objects — the impression object (describing the available ad slot), the site/app object (describing the content environment), the user object (describing audience signals), and the device object (describing the access device) — that together give buyers the information they need to make precise, data-driven bidding decisions.

For publishers, OpenRTB compliance means that your inventory is accessible to every major DSP and demand platform in the global programmatic ecosystem. Stellor Media maintains full OpenRTB 2.5 and 2.6 compliance, enriching bid requests with viewability predictions, content classification signals, supply chain objects, and identity framework tokens to maximize the information available to buyers — and therefore the CPMs they're willing to pay.

How Stellor Media Implements OpenRTB Integration

Stellor Media's OpenRTB integration operates on two levels: client-side via Prebid.js (which uses OpenRTB-compatible request formats) and server-side via direct SSP-to-DSP connections that implement the full OpenRTB specification.

For publishers implementing Stellor Media via Prebid.js, the OpenRTB integration is fully transparent — our adapter handles all protocol-level communication. Publishers simply configure ad units and Prebid.js handles the OpenRTB request/response cycle.

For publishers requiring server-side OpenRTB connections (for video, mobile app, or CTV inventory), Stellor Media's engineering team supports direct endpoint integration following OpenRTB 2.5+ specifications. This enables publishers with sophisticated infrastructure to connect directly to Stellor's demand stack without browser-side JavaScript dependencies.

StellorMedia enriches all OpenRTB bid requests with: IAB Content Taxonomy v3.0 signals for contextual targeting, supply chain objects (schain) for transparency, TCF consent strings for GDPR compliance, and identity tokens (UID2, RampID) for addressable demand — maximizing the value of each request in the programmatic auction.

Frequently Asked Questions