By Anne Zhou, Director of Operations 

As part of our ongoing global strategy for ease the difficulty of integration with global demand partners, AdView technology is happy to announce that we’re now compatible with OpenRTB 2.5.

Background on IAB’s OpenRTB initiative

Real-time Bidding (RTB) is a way of transacting media that allows an individual ad impression to be put up for bid in real-time. This is done through a programmatic on-the-spot auction, which is similar to how financial markets operate. RTB allows for Addressable Advertising; the ability to serve ads to consumers directly based on their demographic, psychographic, or behavioral attributes.

The Real-Time Bidding (RTB) Project, formerly known as the OpenRTB Consortium, assembled technology leaders from both the Supply and Demand sides in November 2010 to develop a new API specification for companies interested in an open protocol for the automated trading of digital media across a broader range of platforms, devices, and advertising solutions.

The mission for OpenRTB is to spur growth in RTB marketplaces by providing open industry standards for communication between advertising buyers and publishing sellers.

OpenRTB 2.5 includes updates that integrate current trends and allows for improvements in programmatic technology. Release highlights include:

IAB New Ad Portfolio Support – integrating flexible aspect-ratio based ads into the bid object

Video Placement Type Support – adding visibility into what type of placement a VAST (video ad serving template) tag is running in accordance to the IAB digital video glossary

Header Bidding Support – allowing for a signal when a bid request is originated from an upstream decisioning implementation like header bidding

Historic Metrics Support – whereby exchanges can pass historic metrics such as viewability or click through rate

AdView Technology is one the first global advertising marketplace to support OpenRTB 2.5.

In addition to OpenRTB 2.5 compliance, AdView Technology is now providing more global data centers to global DSPs to decrease the network latency and increase the bidding efficiency.

About AdView Technology

Founded in 2010, AdView Technology is a globally leading, mobile first and mobile in-app only ad tech company. AdView Technology runs one of the world largest independent mobile programmatically advertising marketplace, and is pioneering in the programmatic ad tech world. AdView Technology’s mission is to establish a seamless tunnel and bridge the gap between the global supply and demand through relentless innovation on programmatic ad technology and global infrastructure.