IAB releases OpenRTB 3.0 for public comment

Research and development consortium the IAB Technology Laboratory released OpenRTB 3.0 for public comment.
OpenRTB 3.0 is an overhaul to the real-time bidding framework. The IAB said it will heighten trust in the security of the automated advertising supply chain by giving buyers more transparency during the bid process. It will also integrate recent technology advancements like ads.txt to improve automated buying and selling for all stakeholders, the IAB added.
Proposed updates includ