As programmatic technology continues to expand into the TV ecosystem, the OpenRTB Content Object has become one of the most powerful tools for enabling smarter, safer, and more efficient media transactions.
At E-Planning, we frequently discuss this topic with partners and clients — because understanding how the Content Object works is key to unlocking the full potential of CTV.
The Content Object is part of the IAB Tech Lab’s OpenRTB protocol, the global standard that allows digital advertising platforms to buy and sell inventory in real time.
While most bid requests share information about the user, device, or app, the Content Object adds something new: it describes the content itself — the specific program, series, episode, genre, or even language where an ad opportunity exists.
In other words, it gives Connected TV the same depth of contextual information that has always been used in traditional TV buying, but now in a standardized and automated way
The convergence between television and programmatic technology demands new levels of transparency, control, and contextual understanding.
The Content Object provides all three:
🧩 Transparency: Buyers know exactly where their ads will appear — by program, genre, or rating.
📊 Control: Sellers can define content parameters to ensure compliance, brand safety, and proper targeting.
💡 Context: Both sides gain access to meaningful data that allows campaigns to align with content quality and audience relevance.
For media sellers, this translates into higher demand and better pricing. By exposing richer contextual data, inventory becomes more valuable and competitive.
For media buyers, it provides the opportunity to curate and optimize campaigns based on content quality, context, and brand suitability — not just audience data.
As CTV, broadcast, and digital environments continue to merge, the industry needs consistent standards to make cross-platform transactions efficient and privacy-compliant.
The Content Object helps achieve exactly that: it enables the automation of contextual data exchange, maintaining the precision and trust that have always defined TV advertising.
It also supports the creation of addressable, 1:1 advertising experiences in a way that is transparent and privacy-safe — a crucial balance in today’s ecosystem.
For buyers and agencies: configure your DSP or trading desk to read and leverage the Content Object. This allows access to high-value contextual signals that improve targeting precision and campaign relevance.
As programmatic continues to reshape how TV is bought and sold, the OpenRTB Content Object is becoming a foundation of that evolution.
It bridges the gap between data-driven automation and the contextual depth of traditional TV, enabling smarter decisions, stronger performance, and greater value for both buyers and sellers.
At E-Planning, we see it as a crucial step toward a more transparent, efficient, and connected advertising ecosystem — one where technology enhances the storytelling power of television.