Ad tech is constantly moving to the next new and shiny thing. And with that, we bring you real-time bidding 3.0.
Since programmatic buying has gotten more complex and remains ever murky, an Interactive Advertising Bureau Tech Lab working group is designing new procedures to bring more clarity to the byzantine digital ad-supply chain. Digiday spoke to three members of this working group, who broke down how it works.
WTF is RTB 3.0?
It is a new protocol that could change the automated buying and selling of ads — if exchanges adopt it. The structure of RTB 3.0 cuts down duplicative code, which will drive faster bidding. It also requires everyone in the supply chain to provide an authenticated signature to the impressions they touch, which will give ad buyers more visibility into where the inventory they’re buying originated from.
Read more here: https://digiday.com/marketing/what-is-rtb-3-0/
