Market Overview

IAB Tech Lab Launches Phase Two of OpenRTB 3.0 Public Comment, Releasing Tech Specifications & Kicking-off Beta Tests


Also Releases ads.cert, AdCOM & Ad Management API Tech Specs for
Use with OpenRTB

Testing to Be Conducted by Centro, Oath, Rakuten, Sharethrough,
SpotX & The Trade Desk

Technology Laboratory
today released for public comment tech
specifications for OpenRTB 3.0, built upon the framework
released last September
, as the second step in its introduction to
the ecosystem. New specifications designed to support OpenRTB are also
being made available for public comment – ads.cert, AdCOM, and the Ad
Management API – all designed to promote healthy growth of the digital
advertising programmatic marketplace.

The combined use of the proposed OpenRTB 3.0 tech spec in conjunction
with ads.cert AdCOM, and the Ad Management API will improve security and
support new use cases in OpenRTB on both the buy and sell sides,
ultimately facilitating a better consumer experience.

In addition to being made available for industry-wide comment, all of
the specs will be beta tested by at least two buyers and two sellers to
ensure rigorous assessment of their applications in real-world scenarios.

The three new specs to be used alongside OpenRTB introduce a range of
benefits for SSPs, DSPs, exchanges, buyers, sellers, publishers, and

  • ads.cert: proposal to cryptographically sign bid requests to indicate
    the authenticity of premium inventory (e.g. video) that is available
    through authorized sellers listed in ads.txt files
  • AdCOM (Advertising Common Object Model): a new, modular approach to
    describe the advertising objects to be transacted in OpenRTB or other
    transactional specifications
  • Ad Management API: streamlines creative approval process through
    standardization of API connections, which supports greater
    transparency to inform decisions about ad quality

Beyond the comment period, beta testing for ads.cert will be conducted
by Sharethrough, SpotX, The Trade Desk, and Rakuten, while the Ad
Management API will be tested by Sharethrough and Centro. OpenRTB 3.0,
in combination with the three supportive specs, will be tested by SpotX,
Oath, and Rakuten. Testers will be looking for performance results and
developing a path forward for future industry adoption.

"OpenRTB 3.0 represents a ground-up reworking of specifications central
to the future of automated buying and selling," said Dennis Buchheim,
Senior Vice President and General Manager, IAB Tech Lab. "We are
confident that OpenRTB 3.0, ads.cert, AdCOM, and the Ad Management API
will resolve security, extensibility, and usability concerns, and we
look forward to the results of the comment period and beta testing, so
that we can ensure the final specifications meet the needs of buyers and

"The enhanced security and fraud reduction made possible by these new
specs will make a difference in the confidence of buyers in programmatic
ecosystems," said Dr. Neal Richter, CTO, Rakuten Marketing. "Moreover,
the combination of OpenRTB 3.0, ads.txt, ads.cert, and the GDPR specs
enable a safe, secure inventory supply chain with clear user consent."

"OpenRTB v3.0 and its built-for-reuse counterpart AdCOM v1.0 set a new
standard for managing the growing complexity of our industry," said Dr.
Jim Butler, CTO of Global Supply Platforms, Oath. "Along with the launch
of ads.cert and the Ad Management API, this interoperable platform of
OpenMedia specifications will enable new levels of quality, security,
and buying efficiency across programmatic supply chains."

The specifications will have a 60-day public comment period, running
through September 24, 2018. Beta testing by the IAB Tech Lab OpenRTB
Working Group will be ongoing. Industry members are encouraged to
actively participate throughout the beta period, and to get involved
with the OpenRTB Working Group. The group will evaluate and incorporate
the feedback received, as well as real world insights from beta testing,
to produce final specs that will be ready for full industry adoption by
the end of the year.

To review the proposed OpenRTB, ads.cert, AdCOM, and Ad Management API
technical specs that are part of the IAB Tech Lab's OpenMedia
specification stack, please visit

About IAB Technology Laboratory

The IAB Technology Laboratory (Tech Lab) is a non-profit research and
development consortium that produces and provides standards, software,
and services to drive growth of an effective and sustainable global
digital media ecosystem. Comprised of digital publishers and ad
technology firms, as well as marketers, agencies, and other companies
with interests in the interactive marketing arena, IAB Tech Lab aims to
enable brand and media growth via a transparent, safe, effective supply
chain, simpler and more consistent measurement, and better advertising
experiences for consumers, with a focus on mobile and TV/digital video
channel enablement. The IAB Tech Lab portfolio includes the DigiTrust
real-time standardized identity service designed to improve the digital
experience for consumers, publishers, advertisers, and third-party
platforms. Board members include AppNexus, ExtremeReach, Google, GroupM,
Hearst Digital Media, Integral Ad Science, Index Exchange, LinkedIn,
MediaMath, Microsoft, Moat, Pandora, PubMatic, Quantcast, Telaria, The
Trade Desk, and Yahoo! Japan. Established in 2014, the IAB Tech Lab is
headquartered in New York City with an office in San Francisco and
representation in Seattle and London. Learn more about IAB Tech Lab

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