Quick answer
OpenRTB is a protocol that lets compatible advertising systems exchange structured auction information. A bid request describes an impression opportunity; eligible demand evaluates it and may return a bid response within a strict time window.
Key takeaways
- Focus on measurable, interoperable advertising workflows.
- Use structured data and transparent reporting rather than opaque claims.
- Balance performance with privacy, quality and operational control.
What is OpenRTB?
OpenRTB is an industry protocol for communication between compatible systems participating in real-time advertising auctions. It defines structured objects and fields so systems can exchange information consistently rather than relying on a proprietary message format for every integration.
What happens in an auction?
A publisher-side system can create a bid request describing the eligible impression. Demand systems evaluate the request against campaign rules and may return a valid bid response. The auction logic then determines which eligible response, if any, can proceed to delivery.
What information matters?
Implementation details vary, but auction systems commonly need information about the impression, media format, device or context, applicable privacy signals and the creative being proposed. Only data that is appropriate and permitted should be transmitted.
What makes an integration production-ready?
Protocol compatibility alone is not enough. Production systems need latency controls, creative validation, privacy handling, traffic-quality protections, observability, reconciliation and clear failure behavior.