The platform is built to industry standards, so it can connect to the wider programmatic market without custom work for every partner.
Standards named on the technology page
- OpenRTB: the standard for real-time bidding. Supply and demand partners connect over OpenRTB 2.5 and 2.6; the white papers describe SSP and ADX connections over OpenRTB 2.6.
- XML feeds: used for pop and push supply.
- ads.txt: lists authorized sellers.
- sellers.json: supply chain transparency. On the ADX it is generated for you and kept up to date.
- Supply chain object (schain): passed on every request.
- Privacy: settings for GDPR, COPPA and CCPA.
Video and consent standards via plugins
- VAST 4 and VMAP for CTV and OTT (CTV & OTT Pack).
- Open Measurement (OMID) for video (Video Signals & OMID).
- IAB TCF 2.2 consent (Consent Manager, Cookiebot, OneTrust).
Memberships
The technology page also lists memberships and compliance, including IAB International and IAB Europe.
Why it matters
Standard protocols mean faster integrations (standard partners take days) and buyers who trust the supply chain they see.
Related: Are industry and privacy standards supported? · sellers.json on the ADX
Nov 13, 2026