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OpenRTB

Exchange Schema Advertising openly published

The OpenRTB specification is the foundation of the programmatic advertising ecosystem enabling real time bidding on digital ads...

IAB Tech Lab, from their own og:description

Also in the API standards catalog

This standard shows up on both sides of the house — as a data model here, and as a standard applied in API operations. Same standard, two lenses.

See it as an API standard →

Other advertising data models

AdCOM (Advertising Common Object Model) Information Model IAB Content / Audience / Ad Product Taxonomies Code System sellers.json and SupplyChain Object Exchange Schema VAST / VMAP (Video Ad Serving Template) Exchange Schema
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Model Details
Steward IAB Tech Lab
Origin —
Layer Exchange Schema
Domain Advertising
Status live
Access Openly published
Go to the steward →
How I know this

Compiled for the API Evangelist data model catalog, then confirmed against the steward's own site.

Confirmed 2026-08-11

Evidence: name evidence 1/1. Found something wrong? Tell me — corrections are cheap and I would rather be right.

Modernity Profile
78.0 Current
Access Open
Assessed 100.0% of the rubric

A separate measure from the Kin Score, which rates API providers. This rates how current a standard is in how it is expressed, published and paid for — not how good it is. EDIFACT and X12 score low here and move an enormous share of world trade.

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