Extended Support for Real-Time Bidding Protocol Before OpenRTB Becomes the Standard
Google has officially extended the deprecation date for the Authorized Buyers Real-time Bidding (RTB) protocol until April 30, 2025. This extension provides digital marketers and advertisers additional time to transition to OpenRTB, which will soon become the sole supported protocol for Authorized Buyers, Open Bidding, and SDK Bidding.
Key Changes Affecting Advertisers and Real-Time Bidders
- Authorized Buyers RTB Protocol Sunset Extended
Google has postponed the deprecation deadline from its original schedule to April 30, 2025, ensuring advertisers and developers have more time to transition. - Full Adoption of OpenRTB Post-Sunset
After this deadline, OpenRTB will be the only supported protocol for Authorized Buyers, Open Bidding, and SDK Bidding. - Proven Performance Enhancements with OpenRTB
Many advertisers who have migrated to OpenRTB have reported significant improvements in bidding efficiency, integration speed, and overall campaign performance compared to traditional Google RTB implementations.
How to Ensure a Smooth Transition to OpenRTB
- Start the Migration Process Early
Advertisers should begin transitioning now to avoid last-minute disruptions and ensure compatibility with OpenRTB standards. - Leverage Google’s Migration Guide
Use the official OpenRTB migration guide to understand the technical changes and adjust your bidding setup accordingly. - Engage with Support for Assistance
Have questions? Reach out via the Authorized Buyers support forum or directly at adxbuyerapi-support@google.com for guidance.
Why This Update Matters for Advertisers
- Google has extended the deadline for deprecating the Real-time Bidding protocol to April 30, 2025.
- Post-sunset, OpenRTB will be the exclusive protocol for Authorized Buyers and Open Bidding.
- Advertisers already using OpenRTB report better bidding performance and efficiency.
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