Publica pushes OpenRTB over VAST tags to optimize CTV ad yield

The shift from tag-based to server-side protocols is essential for resolving the 'waterfall' latency that often plagues streaming environments. For publishers, this technical migration directly translates to higher programmatic revenue by exposing inventory to more sophisticated bidding algorithms. For the broader ecosystem, standardizing on OpenRTB reduces the data fragmentation characteristic of early CTV, allowing buyers to make decisions based on precise device and user parameters. As the industry moves toward standardized ad pods, transitioning to oRTB ensures publishers are technically equipped to handle complex creative requirements while maintaining a broadcast-quality viewer experience. Watch for rising adoption rates of OpenRTB 2.6, which specifically targets advanced CTV use cases like dynamic podding.

The push for OpenRTB standardization coincides with a period of rapid evolution in CTV technical specs. In September 2025, Publica by IAS renewed its multi-year partnership with Samsung Ads, utilizing its ad server and unified auction technology for the Samsung TV Plus FAST service, which has reached 88 million monthly active users. This implementation leverages Publica’s tech to manage granular slot-level targeting and frequency caps, addressing long-standing publisher demands for creative control. Publica previously stated it intended to be fully compliant with the 2.6 specification by April 2022 to support the broader industry shift toward ad podding.

According to the IAB Tech Lab's 2025 roadmap, the industry is now moving beyond basic bidding into advanced signaling and measurement standardizations. In December 2025, the Tech Lab released a new CTV Ad Portfolio defining six core formats, such as Pause and Menu ads, to further unify how these high-value opportunities are transacted. Additionally, recent updates to the OpenRTB protocol, such as the introduction of 'durfloors' in June 2025, allow publishers to set floor prices based specifically on creative duration, further refining the programmatic price discovery process.

Market data underscores the financial stakes behind these technical shifts. Global CTV ad revenue is projected to hit $46.3 billion by 2026, per BidSwitch. To capture this growth, the IAB Tech Lab has prioritized features like Extended Content Identifiers (ECIDs) and the Ad Creative ID Framework (ACIF) in its latest specifications. These tools are designed to provide the contextual transparency and fraud protection that institutional buyers require to move remaining linear budgets into the programmatic streaming space.