In the fast-evolving world of Connected TV (CTV) marketing, understanding the programmatic foundation behind ad delivery is essential. At the core of real-time bidding (RTB) lies the OpenRTB bid request—a powerful yet often unseen piece of the adtech puzzle that enables efficient, data-driven decisions.
Here’s an in-depth look at what goes into an OpenRTB bid request and why it matters for CTV marketers.
What Is OpenRTB and Why It Matters
OpenRTB (Open Real-Time Bidding) is the standard communication protocol that allows Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs) to exchange information during an ad auction. Using JSON format, OpenRTB structures bid requests and responses with key value pairs, ensuring clarity and consistency across the programmatic ecosystem.
For CTV marketing professionals, OpenRTB is crucial because it:
– Guarantees transparent communication through every step of the auction.
– Enables rapid decision-making (within milliseconds).
– Ensures marketers receive rich, contextual data to inform bids and pricing.
Key Components of the Bid Request in CTV Context
Understanding the bid request objects allows marketers to better strategize their campaigns and optimize performance.
1. Impression Object
– Describes the ad opportunity such as:
– Banner dimensions (for display ads).
– Duration or pod duration (for video
– Tracks the path from the original media owner to the final buyer.
– Ensures full transparency on every intermediary involved in the transaction, crucial for fraud prevention and brand safety.
The Future of OpenRTB in Streaming
As streaming TV continues to grow, OpenRTB standards evolve to meet new requirements. The OpenRTB 2.6 release, for instance, introduces enriched features specifically designed for CTV, supporting detailed streaming data and measurement.
CTV marketers must stay current with these updates to:
– Accurately represent inventory.
– Enhance transparency in media buying.
– Enable consistent and reliable communication across the programmatic ecosystem.
Conclusion
OpenRTB bid requests are the foundation of programmatic advertising—and particularly critical in the complex, data-rich environment of Connected TV. By understanding the bid request’s structured data and key components, CTV marketers can better navigate auctions, target audiences precisely, and maximize their campaign ROI.
Investing time in mastering OpenRTB will empower marketers to leverage the full potential of programmatic streaming advertising in a rapidly evolving landscape.
