RTB 3.0

It is a new protocol that could change the automated buying and selling of ads — if exchanges adopt it. The structure of RTB 3.0 cuts down duplicative code, which will drive faster bidding. It also requires everyone in the supply chain to provide an authenticated signature to the impressions they touch, which will give ad buyers more visibility into where the inventory they’re buying originated from.

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October 20, 2017

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