Whats new with Open-RTB 3.0

August 30, 2018

Background

Online advertising now is one of the most advanced areas in the IT industry. The most outstanding advance in display and mobile advertising in recent years is the growth of Real-Time Bidding (RTB). It allows advertisers to bid on a display ad impression in real time when it is being generated.

RTB changed drastically the environment of the digital media market by an algorithmic system that measures the buying process among many available inventories and finds the hot spot between supply and demand, allowing both parties to optimize their assets and increase efficiency.

There are number of major differences between traditional media advertisement and RTB where the last one has undoubtedly more benefits, such as allowing targeting to a specific audience within endless array of sites, paying for each impression separately, enabling better control over campaigns flows and optimization, getting more efficient impressions, lowering barrier in terms of financial commitment and operational management and more.

Open RTB 3.0

Nowadays, the IAB Laboratory released RTB 3.0 that may change the way in which automated buying and selling occur. The new structure of RTB in comparison to RTB 2.x will lead to a faster bidding process and will lower the computer load to process traffic. The problem with the preceding version is that it didn’t forecast the rise of header bidding that led to overloading, double bidding and other kinds of fraud. As the answer to this, the new purpose of RTB 3.0 is to meet the market’s demand for security, transparency, authentication, and trust in programmatic advertising.
RTB 2.x wasn’t appropriate for modern supply chain complexity that allowed domain fraud, location fraud, user ID fraud and device fraud to happen and diminish the value, money, and quality that advertisers and publishers receive, eroding overall trust in the ecosystem.

Today this problem is solved by RTB 3.0 due to a new process of cryptography signed bid requests to view the actual path of inventory, providing buyers with verification of an untampered chain.  Besides that, other major changes were implemented in RTB 3.0 such as new ways to transmit display demand to enable safer creative controls for publishers and an updated and more flexible object model in the specification. It also integrates recent technology advancements – ads.txt – to improve automated buying and selling for all stakeholder. Furthermore, RTB 3.0 attempts to extend prior solutions (such as payment chain) to address many of these issues and improve the programmatic ecosystem for all parties (users, publishers, and advertisers). As we move forward we can say that RTB 3.0 is a direct response to the stronger technology requirements that are demanded by brand marketers and media buyers in today’s complex advertising ecosystem.

Author

Yuliya Nevecheria And Asi Edelstein