OpenRTB is an open industry standard protocol developed by the Interactive Advertising Bureau (IAB) for real-time bidding (RTB) in programmatic advertising. It is a set of guidelines and specifications that define how advertising inventory is bought and sold in real-time auctions.

OpenRTB enables communication between demand-side platforms (DSPs) and supply-side platforms (SSPs) by providing a common language for exchanging information about ad impressions, targeting criteria, bids, and other relevant data. It standardizes the communication process and data structure to ensure interoperability and efficiency in programmatic advertising operations.

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