Why?
AdX is the largest exchange in the world. While other, smaller exchanges have been deploying these updates over the past year, Google has sat quietly on the sidelines, waiting for April Fool's Day 2024 to come along.
馃挕
OpenRTB 2.6: If you are interested in some of the video and CTV-specific enhancements in the OpenRTB 2.6 standard, scroll to the bottom of this article.
What's changed?
What the marketplace once hailed as premium video inventory is now under the microscope. Gone are the days when "instream video" was a catch-all term synonymous with quality. Now, if it doesn't mirror a "YouTube-like" experience鈥攗ser-initiated playback, sound blaring from the get-go鈥攊t doesn't make the premium cut.
