IAB Tech Lab Announces Changes to OpenRTB Specification Update Cadence
NEW YORK, Nov. 9, 2023 /PRNewswire/ -- Focusing on being more responsive to the fast-paced, dynamic changes in the digital advertising ecosystem, IAB Tech Lab, the global digital advertising technical standards-setting body, announced a significant shift in its release cadence at the end of 2022. The OpenRTB specification transitioned from a single annual release to a more agile and responsive approach with multiple, smaller releases based on industry needs, resulting in two full releases and one additional release planned for December of 2023
- Historically, IAB Tech Lab released a comprehensive, nearly 100-page OpenRTB specification update once a year.
- In 2023, IAB Tech Lab made significant strides in enhancing the OpenRTB specification to serve the advertising community better.
- To streamline the integration of new attributes into the OpenRTB specification, IAB Tech Lab is introducing a provisional attribute mechanism.
- For more information about these changes or to stay updated on the OpenRTB specification, please visit https://iabtechlab.com/standards/openrtb/ .