By Luís Daniel Rijo in Display News — Mar 30, 2024

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 Announces Deprecation of Authorized Buyers Real-Time Bidding Protocol in Favor of OpenRTB

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.

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