Hosted by Allen Dove (CTO, SpotX), Ian Trider (RTB Operations, Centro), and IAB Tech Lab, this webinar looked at the current OpenRTB 3.0 Beta spec and the practical implications of the changes that are being proposed. Public comments period closed September 24, and finalized specifications are expected later in 2018 for industry adoption.
The Webinar Agenda:
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Context and history of OpenRTB: Why do we need major updates to OpenRTB? How does a spec rebuild help us achieve better transparency?
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Understanding current problems: Problem statements: Marketers/Buyers want real transparency and trust in the supply chain. Publishers want more control over user experience. Programmatic players want confidence that ad spend is not being wasted on ad fraud.
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How to approach the docs: OpenRTB 3.0 and AdCOM 1.0 are written as complementary documents, providing transactional layer and business object layer specifications. How does this system provide a pathway towards better dynamic spec upgrades?
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Summer 2018 Beta Specs: What will industry adoption look like? Are there any early implementers? What is the expected adoption timeline for OpenRTB 3.0?
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How & What: Use cases and examples of major benefits
