IAB ORA stands for Interactive Advertising Bureau OpenRTB API Specification for Ads. It is a technical framework and set of guidelines developed by the Interactive Advertising Bureau (IAB) for facilitating real-time bidding (RTB) in the digital advertising industry.
RTB is a process used in digital advertising where ad impressions are bought and sold through real-time auctions. IAB ORA provides a standardized Application Programming Interface (API) specification that allows ad exchanges, demand-side platforms, and supply-side platforms to communicate with each other seamlessly during the RTB process.
The IAB ORA API specification defines the structure and format of requests and responses exchanged between different advertising platforms. It includes detailed guidelines on how to make bid requests, handle bid responses, and manage other aspects of the RTB transaction. The specification ensures that different platforms work harmoniously together, providing a unified and efficient RTB ecosystem.
By following the IAB ORA specification, digital advertising platforms can streamline their operations, improve interoperability, and enhance the overall effectiveness of their advertising campaigns. Advertisers, publishers, and ad tech companies benefit from a standardized and transparent RTB process, which allows for more targeted and relevant ad placements, ultimately leading to better ad engagement and higher return on investment.
Overall, IAB ORA is an essential industry standard that helps drive the efficient and effective functioning of the digital advertising ecosystem through the implementation of open RTB specifications.
