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    OpenRTB

    Open Real-Time Bidding

    programmatic

    The industry standard protocol that governs how DSPs and SSPs communicate during programmatic ad auctions.

    OpenRTB (Open Real-Time Bidding) is the industry standard protocol that governs how DSPs and SSPs communicate during programmatic ad auctions.\n\nIntroduced over a decade ago, OpenRTB is the technical foundation of today's open web advertising market — and the starting point on which agentic frameworks like ARTF are now being built.

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