IAB released the final version of OpenDirect 1.0 in January 2015. Originally developed by a working group of representatives from AOL, Microsoft, Yahoo, and Yieldex, and later expanded to include executives from Bionic Advertising Systems and MediaMath as well, the OpenDirect specification was brought to IAB and its Digital Advertising Automation Task Force to be part of the trade association’s existing automation efforts, to gain wider industry participation, and to drive adoption across the ecosystem.
Automated Guaranteed is the method of buying which automates the digital direct sale. The deal is negotiated directly between buyer and seller (in-person or via a platform), the inventory and pricing are guaranteed, and the campaign runs at the same priority as other direct deals in the ad server. The RFP (Request for Proposal) and campaign trafficking process are completely automated within the technology platform. OpenDirect is the API specification which supports this process.
OpenDirect 1.0 was the first open specification that supports Automated Guaranteed to be released into the market. The specification offers a range of benefits to both agencies and publishers alike including:
Publisher benefits:
Agency benefits:
Developed by members of the OpenDirect Working Group, OpenDirect 2.0 allows for improved order management.
The updates made in OpenDirect 2.0 and the challenges they address are:
| Version | Release Date |
| OpenRTB v2.6-202309 Features include:
| September 2023 |
| OpenRTB v2.6-202303 Features include:
| April 2023 |
| OpenRTB v2.6-202211 Features include:
| November 2022 |
| OpenRTB 2.6 (PDF) OpenRTB 2.6 includes features to support CTV buying and selling. Release highlights include:
| April 2022 |
| OpenRTB 3.0 (PDF) OpenRTB 3.0 includes features to give buyers more transparency during the bid process. Release highlights include:
| September 2017 |
| OpenRTB 2.5 (PDF) OpenRTB 2.5 included updates that integrated industry trends and allowed for improvements in programmatic technology. Release highlights include:
| December 2016 |
| OpenRTB 2.4 (PDF) OpenRTB 2.4 main improvements:
| March 2016 |
| OpenRTB 2.3.1 (PDF) Provided an update to the specification addressing two typos:
| June 2015 |
| OpenRTB 2.3(PDF) The OpenRTB 2.3 specification was the first version updated to provide support for native ads. This was one of the most significant updates to OpenRTB as it allows for native ads to be targeted, optimized, and transacted on programmatically, reducing workload on publishers and advertisers alike. Release highlights include:
| January 2015 |
| OpenRTB 2.2(PDF) OpenRTB 2.2 provided for improved PMP and non-intentional traffic support. With bot traffic becoming an increasing concern to both the buy and sell sides, OpenRTB 2.2 allows for all parties to be able to provide real-time feedback on ads to determine and block non-human traffic. Release highlights include:
| April 2014 |
| OpenRTB 2.1 (PDF) OpenRTB 2.1 provided for improved VAST video, tablet and location targeting support. Release highlights include:
| October 2012 |
| OpenRTB 2.0 (PDF) OpenRTB 2.0 provided unified support for display, mobile, and video capabilities. This was a significant step forward for programmatic as allows for the harmonization of mobile and desktop advertising. Release highlights include:
| January 2012 |