Open RTB2.3: Will it Help with Native Buys?

How do you use RTB to buy native advertising in a mobile environment?

Not that easily, according to many brand advertisers who have  seen problems buying native ads through RTB platforms. They’re stuck between the rock of precise targeting and the hard place of achieving scale. Most brands know intuitively that on mobile, native is even more important than it is on the desktop to avoid turning consumers off.  Native allows for targeting that is nuanced, adjusted perhaps for demographic, device, geography, platform, and for context. Cranking those targeting needs into a bidding platform and still achieving scale can often look impossible. OpenRTB2.3 is IAB’s effort to smoothe the process of buying native ads on mobile programmatically. With these standards, IAB hopes to bring scale to mobile advertising, driving higher prices for app developers’s ad inventory and better results for brands. It also hopes to facilitate the precise targeting advertisers demand.

But some doubters say that the new standard doesn’t address the fundamental challenge of mobile at scale because it doesn’t specify what kinds of assets people should be using. It’s just a specification for requesting assets and responding with assets, but it doesn’t specify the type of assets considered native to different platforms.. For advertisers, this may mean

[they’ll ] have to assemble a large set of assets for each exchange, or do a custom build for each exchange, instead of providing for a single, common set of assets. There’s complexity in figuring out in real time what they’re asking for. Each exchange is going to come up its own specification, and then each different DSP is going to have to build a custom native adapter for each different exchange. So while OpenRTB 2.3 provides language for custom adapters, there’s still a need for a custom adapter.

For banners, advertisers use the same creative assets for all buys. For native are advertisers going to create and manage all the different creative then bid correctly with RTB? Or is native RTB a case of “this too shall pass?”