What are the main purposes of the open rtb integration?

Nativity, videos, deal IDs, and private marketplaces are a few reasons to get the most current Open RTB Integration.
Nativity- this provides customization of native ads with automation of programmatic advertising
Videos- videos have exceptionally high engagement rates on Millennial Media platform
Deal IDs- this enables buyers to more easily identify pre-determined requirements
Private Marketplaces- this enables buyers to take advantage of a variety of inventory packages where pricing and priority can vary from the open market