The programmatic advertising industry has fully consolidated around the OpenRTB 2.x standard following Google's retirement of its proprietary Authorized Buyers protocol in February 2025. Current industry efforts are focused on improving bidstream efficiency through throttling and ad podding, alongside navigating new regulatory requirements for user privacy.
The consolidation around OpenRTB 2.x ends a decade of protocol fragmentation, allowing the industry to focus on the massive infrastructure costs of processing trillions of daily requests. For streaming providers, the adoption of ad podding within the 2.6 specification is critical for maintaining broadcast-quality breaks without overwhelming exchange capacity. This shift occurs as regulatory pressure forces a move away from granular tracking, effectively turning the bidstream into a less identifiable, context-heavy environment. Watch for the impact of Google's court-mandated RTB Control on programmatic CPMs, which recently rose 51% year-over-year despite a decline in connected television pricing.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source
