Glossary/CTV, Video & Audio/OpenRTB Content Object
CTV, Video & Audio
OpenRTB Content Object
The part of a bid request that describes the content around an ad, such as title, genre, rating and live status, used heavily in CTV.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The OpenRTB content object is the part of a programmatic bid request that describes the content surrounding an ad, such as its title, series, genre, rating, language, and whether it is live. It is used heavily in connected TV, where page URLs do not exist, helping buyers apply contextual targeting and brand safety rules.