AdTech Academy 103. OpenRTB
AdTech AcademyThis course was developed by SSWU specialists in cooperation with AdTech Department within the project AdTech Academy.
This course provides an in-depth understanding of the Open Real-Time Bidding (OpenRTB) protocol, crucial for modern digital advertising. It covers the entire OpenRTB ecosystem, including the roles of publishers, DSPs, SSPs, and ad exchanges. Learners will explore bid requests and responses, auction processes, data enrichment, and filtering techniques. The course also emphasizes best practices and future trends in programmatic advertising. By the end, participants will be equipped with the knowledge and skills to optimize ad campaigns, maximize revenue, and create engaging user experiences using OpenRTB.
After this course student will be able to
- Understand the role and importance of OpenRTB in digital advertising.
- Identify key players in the OpenRTB ecosystem.
- Comprehend the structure of bid requests and responses.
- Ensure transparency with supply chain and source objects.
- Implement filtering and data enrichment for better targeting.
- Navigate different auction types.
- Apply best practices for OpenRTB standards and compliance.
- Optimize ad campaigns for better performance and revenue.
Course Program Overview
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- Introduction to OpenRTB
- OpenRTB Ecosystem
- Bid Request: Basics, Advanced, Filtering, Enrichment
- Bid Response
- Auction
- Feedback Loop
- Best Practices & Future Trends and Developments
Target audience
This course is intended for anyone interested in gaining a comprehensive understanding of the applications, usage, ecosystem, concepts, and terminology surrounding OpenRTB protocol being a main standard of communication in programmatic advertising and advertising technology (AdTech) domain.