Google to fully adopt OpenRTB protocol on February 15th, 2025
The company will sunset its proprietary Authorized Buyers Real-time Bidding (RTB) protocol on February 15th, 2025. After this date, all bid requests will use the OpenRTB protocol.
Google yesterday announced a major move towards an industry-standard protocol within its Authorized Buyers (formerly DoubleClick Ad Exchange). The company will sunset its proprietary Authorized Buyers Real-time Bidding (RTB) protocol on February 15th, 2025. After this date, all bid requests will use the OpenRTB protocol.
OpenRTB is a widely adopted standard within the programmatic advertising industry. The move is designed to streamline processes for advertisers and simplify integrations with Authorized Buyers. Google strongly encourages early adoption of either the JSON or Protobuf formats of OpenRTB.
Resources and Support
To help with the transition, Google has provided the following resources:
- OpenRTB Migration Guide: A comprehensive guide to the differences between the previous Authorized Buyers RTB protocol and OpenRTB.
- Email Support: adxbuyerapi-support@google.com
Google promises to offer continued support and updated guidance in the lead-up to the protocol sunset date of February 15th, 2025.