Real-time bidding just got an upgrade.

RTB 2.0, which came out in 2012, set guidelines around mobile programmatic buying. But it did not forecast the rise of header bidding — which lets publishers simultaneously offer inventory to multiple exchanges before making calls to their ad servers — or the complexity of today’s supply chain, said Ian Trider, director of RTB platform operations at DSP provider Centro. RTB 3.0 attempts to address the problems that these trends created.