OpenRTB was once a gamechanger. Introduced nearly eight years ago, the protocol was meant to enable real-time bidding (RTB) by providing open standards between buyers and sellers of advertising. But transparency, fraud and brand safety issues have become so prevalent within the current system that it’s likely that only a full restructuring of the underlying framework will provide a permanent fix writes, Rebecca Lerner, Executive Vice President, MAD Network
Transparency, fraud and brand safety issues have become so prevalent within the current system that it’s likely that only a full restructuring of the underlying framework will provide a permanent fix. But from OpenRTB’s shortcomings emerges an opportunity to create a new protocol from the ground up that will address the inherent issues and move the industry toward a more transparent future.
To date, the only solutions have been temporary stop-gaps. Header bidding brought talk of change, but the result (RTB 3.0 in early 2017) still didn’t focus on brand safety or fraud. Ads.txt represented a concerted effort clean up inventory fraud, but requires adoption and doesn’t address the broader scope of problems facing the industry. It also does not consider consumer privacy, which has become more pressing with recent events.
You don’t truly fix a leaky pipe by tying a towel around it.
Read More at The Original Article: www.martechadvisor.com
