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The Ad Podding Revolution: How OpenRTB 2.6 Is Transforming Streaming TV

Published: 02 Apr 2024

When the OpenRTB 2.6 protocol was released in early 2022, it delivered a range of new features that promised to revolutionise programmatic advertising in streaming TV. Working with Index and other programmatic leaders, the IAB Tech Lab developed OpenRTB 2.6 to address specific needs for TV and pave the way for more efficiency, scale, and transparency in the channel.