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13/04/2026
📊 OpenRTB and the History of Programmatic. How the Standard Became a Mirror of the Development of the Interactive Advertising Market
OpenRTB is considered to be the "technical base" of programmatics. If you look deeper, this is not just a protocol, but a reflection of the entire evolution of interactive advertising: from the chaos of the first RTB auctions to a complex ecosystem of standards and platforms.
In the new article:
1. Why did oRTB appear?
2. How the standard grew with the market
3. Why didn't oRTB 3.0 replace 2.x
4. What changed with the arrival of Smart TV and version 2.6
🔷https://umg.team/blog/ortbhistory
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