Three Reasons Why Apache Avro Data Serialization is a Good Choice for OpenRTB
From the post:
I recently evaluated several serialization frameworks including Thrift, Protocol Buffers, and Avro for a solution to address our needs as a demand side platform, but also for a protocol framework to use for the OpenRTB marketplace as well. The working draft of OpenRTB 2.0 uses simple JSON encoding, which has many advantages including simplicity and ubiquity of support. Many OpenRTB contributors requested we support at least one binary standard as well, to improve bandwidth usage and CPU processing time for real-time bidding at scale.
If you are in need of a data serialization framework this is a good place to start reading.