OpenRTB Group Meeting and Governance Highlights
Discover key insights from the IAB Ad Technology Council OpenRTB group meeting, including discussions on mission, agenda, news updates, governance, roles, and responsibilities. Explore opportunities to accelerate growth in programmatic buying and establish open governance policies. Stay informed on the latest trends in ad tech and RTB ecosystem developments.
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Presentation Transcript
IAB Ad Technology Council OpenRTB Group Meeting April 9 IAB Co-chairs Bill Simmons, DataXu Roland Cozzolino, MediaMath Neal Richter, Rubicon Project April 8, 2013
OpenRTB Mission Opportunities and risks Accelerate growth of programmatic buying by providing a reference API for buyers and sellers Normalize ad tech terms used in RTB to prevent common technology/business blockers (example: confusion about seats, members, buyerID, dealID etc.) Increase quality and safety by including QAG compliance into OpenRTB Provide standardized way of providing publisher information to buyers Seek out and standardize emerging processes in Ad Tech near the RTB ecosystem Discussion Need to be clear that IAB is not forcing all RTB buyers to standardize. Participation is optional. 1
April 9th Meeting Agenda News & Updates Governance policy OpenRTB 2.1 Feedback? OpenRTB 2.2 Proposals PMP/Deal Mobile & Video Attributes/Values Other Projects Survey Order Automation standard DealID bidding best practices General Documentation 2
News and Updates IAB Ad Tech Council meeting 40+ People 6 Major initiatives Consumer experience (Malware, Ad quality, Native Ads) Data standards (data definition and passing) eBusiness (order and invoices XML) Future of the Cookie (evolution of cookie) 3Ms/Viewable Impressions OpenRTB Evangelism of 2.1 Open Source Bidders 3
OpenRTB Governance The group is considering a proposal to establish formal policy for open governance. Modeled after Apache policy Co-Chairs (Participating with IAB) 3 Levels 1. Project Management Committee 2. Committers (Voting members) 3. Contributors Decision Process Open Questions 4
Roles of PMC and Committers Responsibilities of PMC Granting Commitership Accepting approved changes Publisher of the Spec Co-Chairs are liaisons to IAB Responsibilities of Committers Vote on proposals Technical leadership of Spec Responsibilities of Contributors Make suggestions Bring use cases to the group Advocate usage and adoption Answer questions of others Initial PMC (Proposed) Bill Simmons Neal Richter Jim Butler Jason Shao Pravin Savkar Seth Yates IAB Observer (non voting) Initial Committers TBA 5
Decision Process Anyone proposes an extension/change Change should be reasonably detailed with use-cases Open discussion period Committer call for a vote at conclusion of discussion Votes can break ties/conflicts and approve changes Lazy consensus of committers Three yes/+1 and zero no/-1 One vote per company/entity PMC accepts vote and implements change PMC has the right under extreme circumstance to send it back for changes. Release Candidate published when sufficient changs accumulate IAB will review new Spec for official release 30 day comment period 6
OpenRTB 2.2 Mobile/Video API (MRAID) Enumeration Assumption of 1.0 Expand into different levels Adopt Apple s AdvertiserID More Device types Mobile vs Tablet Hashed MAC Addresses md5 and sha1 Creative API Declarations Use cases and patterns? TODO: Write spec 7
OpenRTB 2.2 DealID Standardized DealID extensions DealID Buyer/SeatID Floor price Deal class/priority There are many variant DealID extensions to RTB, yet no clear semantics nor consistency. Best Practices document for bidding and exchange logic Use cases and patterns 8
Order Automation API Common standard for inventory packaging and Order automation Supports programmatic guaranteed Supersedes March 2012 AIDA draft for inventory packaging API. The Order/Deal desperately needs standardization to complement DealID standardization 9
Open Source Bidders OpenRTB compliant open source bidder implementation DataCratic released RTBKit in Feb. http://rtbkit.org/site/ GitHub projects https://github.com/openrtb/openrtb2x https://github.com/EigenDog/openrtb https://github.com/if6was9/openrtb 10
Other Projects Implementers Survey Call for 1.0 migration? OpenRTB 101 for Non-geeks Protocol Validation service Whitepaper reviewing the RTB protocols vs OpenRTB? Server2Server API Migration to OpenRTB? 11
Technical Discussion Open Time 12
