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OpenRTB
New York, New York, United States · Founded 2010
Sourced & current · updated Sep 26, 2026
IAB Tech Lab’s open standard for real-time bidding: the protocol buyers and sellers use to exchange bid requests and responses in programmatic advertising.
Where they sit
Programmatic Platform
The universal, dominant open standard for real-time bidding adopted by virtually all programmatic advertising platforms globally
Ownership
Parent: IAB Tech Lab