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OpenRTB is an open-source protocol developed in conjunction with a consortium of demand- and supply-side platforms (SSPs), adopted by the Internet Advertising Bureau (IAB).
OpenRTB is a standard for communication between buyers and sellers in real-time bidding (RTB) advertising, enabling AdTech platforms—demand-side platforms (DSPs), supply-side platforms (SSPs), and ad exchanges—to speak the same language when conducting online media transactions.