News • 06.10.2017

Updates for OpenRTB to increase security and trust in bidding process

IAB Lab Tech's OpenRTB 3.0 framework released for two-phase public comment

Photo: Lock surrounded by internet icons with hands and servers in the...
Source: panthermedia.net / everythingposs

The IAB Technology Laboratory released for public comment OpenRTB 3.0, a major overhaul to the real-time bidding framework that will heighten trust in the security of the automated advertising supply chain by giving buyers more transparency during the bid process. It also integrates recent technology advancements – such as ads.txt – to improve automated buying and selling for all stakeholders. This updated version of the framework is intended to increase security, transparency, authentication and trust in bidding and programmatic advertising.

Key updates proposed for OpenRTB 3.0

A new process of cryptographically signed bid requests to view the actual path of inventory, providing buyers with verification of an untampered supply chain

New companion “Advertising Common Object Model” specifications (AdCOM), highlighting the updates to ad and creative objects that will give publishers greater control of creative elements and user experience on their webpages

Ad Management API Standard companion specification, standardizing the creative approval process for buyers and sellers, streamlining development efforts across platform integrations

“To fuel the growth of automated buying and selling”

“This overhaul, which is the most comprehensive revision to OpenRTB since its inception in 2010, will arm the digital ad industry with resources to fuel the growth of automated buying and selling,” said Dennis Buchheim, Senior Vice President and General Manager, IAB Tech Lab. “It is a direct response to the stronger technology requirements that are demanded by brand marketers and media buyers in today’s complex advertising ecosystem.”

“OpenRTB v3.0 fills a critical need, allowing real-time bidding to adapt to modern supply chains and providing new tools to combat fraud,” said Jim Butler, CTO of Global Supply Platforms, Oath Inc. and Co-Chair of the OpenRTB Working Group. “As the industry adopts this new standard, we expect to see sharply increasing demands for authenticated supply and high quality ad experiences, better interoperability with other IAB standards, and an even greater pace of innovation.”

Public comment period for valuable feedback

This public comment process will include two phases. First, comments on the framework are being collected at https://goo.gl/forms/eUOEV9Lr6VW0RWtf2. After those framework comments are reviewed, OpenRTB 3.0 specifications will be made available in October via the IAB Tech Lab blog to allow for additional comments to be shared.

In total, OpenRTB 3.0 will have a 90-day public comment period, running through December 15, 2017, after which the IAB Tech Lab OpenRTB Working Group will evaluate and incorporate the feedback received, and release a final version in the first quarter 2018, including both the updated framework and specifications. With the final release, companies would then be able to begin the adoption process.

Source: IAB Technology Laboratory

related articles:

popular articles:

Thumbnail-Photo: Shop NEXT 2020
31.03.2020   #online trading #brick and mortar retail

Shop NEXT 2020

Next shopping experience

Due to the retail industry in Southeast Asia is developing rapidly and the retail industry value has exceeded 100 billion dollars. Over 250 exhibitors and 10,000 visitors from 30 countries or regions are expected to participate in Shop Next ...

Thumbnail-Photo: Consumer survey: social distancing is changing shopping habits...
10.04.2020   #brick and mortar retail #payment systems

Consumer survey: social distancing is changing shopping habits

Touchless or self-checkout options preferred for instore shopping during COVID-19 pandemic

Nearly two-thirds of consumers are changing their grocery shopping habits in response to the worldwide COVID-19 pandemic, according to a recent consumer survey from Shekel, pioneers in advanced weighing technologies. And 87 percent of shoppers say ...

Thumbnail-Photo: Digitalization in the german wholesale industry...
29.05.2020   #digitization #self-checkout systems

Digitalization in the german wholesale industry

METRO Companion App

Retailers have embraced digitalization to enhance the customer experience for many years. Examples of the growing digital transformation market include self-checkouts, omnichannel marketing, and electronic shelf labels. Customer apps are also ...

Thumbnail-Photo: Stay safe with VariPOS
11.05.2020   #cashpoints #terminals

Stay safe with VariPOS

How technology helps – Stay safe at the point of sale

Technologies for product identification and payment authentication are great for improving the customer experience with speed and accuracy, but these technologies are also being seen as beneficial in the wake of the Coronavirus Pandemic. ...

Thumbnail-Photo: The new digital signage landscape: cloud-based...
14.04.2020   #digital signage #artificial intelligence

The new digital signage landscape: cloud-based

Using AI for automation and personalization

Big technology advancements mean digital signage systems are starting to become easier to use, to scale and to integrate, fuelling a market boom that will see the sector worth almost 30 billion dollars in five years' time.In a market that's ...

Thumbnail-Photo: Checkpoint: Commitment to the shopping experience...
19.02.2020   #customer satisfaction #brick and mortar retail

Checkpoint: Commitment to the shopping experience

Technologies for satisfied customers

Are you wondering how you can deliver a seamless shopping experience to your customers? Checkpoint's experts provide retailers with three ways to make your customers even happier. Watch the video to learn more. ...

Thumbnail-Photo: Our bot is happy to assist you
31.03.2020   #consulting #customer relationship management

Our bot is happy to assist you

Chatbots and AI virtual assistants automate customer service

Chatbots and virtual assistants – some think they are creepy, others consider them a part of daily life. Either way, they patiently answer frequently asked questions related to the opening hours of the nearest supermarket.By now, some ...

Thumbnail-Photo: Effective and Independent
12.02.2020   #epos systems #cashpoints

Effective and Independent

Present and future of self-checkout

Better use of personnel, lowering overhead costs while still providing customers with a smooth and seamless shopping experience – that’s what every retailer strives to accomplish. For Thomas Dibbern, CEO of ALMEX GmbH, there is an ...

Thumbnail-Photo: The safety barrier you need right now
02.06.2020   #customer satisfaction #security

The safety barrier you need right now

Poindus ProShield is an effective protection screen.

Safeguards like social distancing implemented in-store during staff-customer interactions are enhanced with our ProShield, an effective protection screen that provides an additional layer of protection for cashiers & customers at the point of ...

Thumbnail-Photo: Light up the future with Posiflex at EuroShop 2020...
11.02.2020   #kiosk terminals #Trade fair special EuroShop 2020

Light up the future with Posiflex at EuroShop 2020

Serviced IoT solutions: personalized, flexible and connected

The Posiflex Group, a synergy of world-leading POS, kiosk, and industrial computing technologies — will bring its Serviced IoT solutions to EuroShop 2020, the leading Europe trade fair for the retail industry, from February 16th – 20th ...

Supplier

Checkpoint Systems GmbH
Checkpoint Systems GmbH
Ersheimer Str. 69
69434 Hirschhorn a. Neckar
VR Payment GmbH
VR Payment GmbH
Saonestraße 3a
60528 Frankfurt am Main
Diebold Nixdorf
Diebold Nixdorf
Heinz-Nixdorf-Ring 1
33106 Paderborn
Poindus HQ - Taiwan
Poindus HQ - Taiwan
5F., No.59, Ln. 77, Xing-Ai Rd.,Neihu Dist.
Taipei City 114
ROQQIO Commerce Solutions GmbH
ROQQIO Commerce Solutions GmbH
Harburger Schloßstraße 28
21079 Hamburg
HappyOrNot
HappyOrNot
Innere Kanalstraße 15
50823 Köln
POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
MAGO S.A.
RUSIEC ALEJA KATOWICKA 119/121
05-830 Nadarzyn
StrongPoint
StrongPoint
Isafjordsgatan 5
164 40 Kista