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Programmatic & Buying

OpenRTB

The IAB Tech Lab protocol that standardises real-time programmatic ad requests across channels. A dedicated DOOH object was added in OpenRTB 2.6, letting screens transact in the same auctions as web, app and CTV.

Source: IAB Tech Lab — OpenRTB

Related terms

Real-Time Bidding An open-auction model where buyers bid in real time for each available impression. Used in DOOH but with venue/loop constraints that differ from web RTB. Programmatic DOOH Buying DOOH screen time automatically through ad-tech platforms rather than manual insertion orders, with inventory transacted between a DSP and an SSP via an exchange. Supply-Side Platform Software media owners use to make their DOOH inventory available to many buyers at once, connecting their screens to demand via an exchange. Header Bidding Offering inventory to several demand sources simultaneously before the ad server is called, raising competition for each impression. Common on the web; reaching DOOH server-side (e.g. via Prebid Server) as the channel matures.