IAB Tech Lab opens new communication protocol for public comment

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 09, 2021, 4:57 PM UTC

The protocol, OpenRTB 2.6, introduces ad pods in Connected TV (CTV) to bring the space in line with traditional TV ad buying.

IAB Tech Lab has announced the release of OpenRTB 2.6, its open communication protocol to enable real-time buying and selling of digital ad inventory for public comment. The protocol will be open for public comment for a period of 60 days until 7th February 2022.

The flagship feature of the protocol facilitates seamless buying of CTV inventory through structures, dynamic and hybrid ad pods. These ad pods allow advertisers to place multiple ad requests in one bid request.

While structured pods have a fixed number of ads with specified lengths, dynamic pods offer flexibility in the number of ad slots and their length. With ad pods, media companies can better monetise their CTV commercial breaks and access a more comprehensive range of CTV inventory.

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