OpenRTB

OpenRTB is an open-source communication protocol that establishes a common language for buyers and sellers participating in real-time bidding (RTB) advertising. Developed in conjunction with a consortium of demand-side platforms (DSPs) and supply-side platforms (SSPs), it was subsequently adopted by the Internet Advertising Bureau (IAB) as an industry standard.

By defining a shared specification for bid requests and responses, OpenRTB enables AdTech platforms — DSPs, SSPs, and ad exchanges — to interoperate seamlessly when conducting online media transactions, removing the need for each pair of platforms to negotiate proprietary integration formats.