Standards and Protocols

Purpose

This category covers the standards and protocols that act as the shared language of ad platforms. The goal is to understand who can sell inventory, which request objects drive transactions, which fields matter most, and how the version story is evolving.

Current Documents

Core OpenRTB structure and fields

1. Understanding ads.txt and app-ads.txt
2. What Is OpenRTB
3. How to Read site, app, and imp
4. OpenRTB 2.6 Required and Recommended Fields at a Glance
5. How to read OpenRTB top-level control fields
6. Audience data and taxonomy signaling

Protocol boundaries by segment

7. Protocol boundaries and data handoff by segment
8. Advertiser · Agency ↔ DSP: campaign control segment
9. DSP ↔ SSP / Exchange: RTB auction segment
10. SSP ↔ Publisher SDK / Player / Tag: ad delivery segment
11. SDK / Player ↔ Measurement / Verification: runtime event segment

Version story and standard evolution

12. What OpenRTB 3.0 aimed for and what returned in 2.6

Next Category

• Delivery

Later Categories

• Measurement · Verification · Reconciliation
• Trust · Web3 Lab