What OpenRTB version should a new integration target in 2026?
Answer
Target OpenRTB 2.6 at its latest dated snapshot. It is the current 2.x spec and carries the modern signals buyers expect: GPP privacy strings (regs.gpp, added 2.6-202211), first-class gdpr and consent fields, source.schain, video plcmt, and CTV pod bidding. OpenRTB 3.0 is a redesigned, non-backwards-compatible protocol built on AdCOM; it has real merits but limited ecosystem adoption, so 2.6 remains the practical choice for exchange-to-DSP integrations. RTBlint validates requests across 2.0–3.0 catalogs with the deepest rule coverage on 2.6 snapshots.
Fields in this answer
| Field | Type | Since | Status in 2.6 |
|---|---|---|---|
regs.gpp | string | 2.6-202211 | Current |
source.schain | object | 2.6-202204 | Current |
Go deeper
More questions on openrtb basics and the bid request
- What is OpenRTB? OpenRTB is the IAB Tech Lab standard that defines the JSON messages ad exchanges and bidders use to buy and sell impressions in real time.
- How does a real-time bidding auction work end to end? A user loads a page or app, the publisher's ad system asks an exchange to sell the impression, and the exchange sends an OpenRTB BidRequest over HTTP POST to many bidders at once.
- What's the difference between OpenRTB and Prebid.js? OpenRTB is a wire protocol; Prebid.js is a piece of software.
- Is header bidding the same as OpenRTB? No.
- What's the difference between an SSP, a DSP, and an ad exchange? From the protocol's point of view there are only two roles: the supply side sends OpenRTB bid requests and runs the auction, and the demand side receives them and bids.
- What is a bid request in programmatic advertising? A bid request is the JSON message an exchange sends to bidders to offer one or more impressions for sale.
All 93 questions are listed in the OpenRTB FAQ.