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Openrtb Header Verification
Meaning
Technical validation process checks the integrity of the data passed during a real-time bidding auction for digital advertising space. Openrtb header verification ensures that the information about the website, the user and the ad unit matches the actual environment where the ad will appear. This check prevents bid shading and other forms of auction manipulation that could lead to overpayment.
Auction Integrity
Cryptographic signatures confirm that the bid request has not been altered by an intermediary. During openrtb header verification, the demand side platform looks for a valid seller.json file and ads.txt record to confirm the seller has the right to offer the inventory. This prevents unauthorized resellers from siphoning off marketing funds.
Data Accuracy
Verification of the device type and geographic location of the user happens in the milliseconds before a bid is placed. Accurate openrtb header verification allows the buyer to apply their targeting rules with confidence. If the header data is found to be false, the bid is automatically cancelled to protect the budget.
Market Transparency
Implementation of these checks across the industry leads to a more efficient and trustworthy marketplace. By using openrtb header verification, publishers can prove the value of their premium inventory to high end brands. The process reduces the noise in the system and ensures that the price paid reflects the true quality of the advertising opportunity.