IAB Tech Lab is introducing updates to OpenRTB to address a growing issue in programmatic advertising: how to clearly define live content in the bidstream. The standards organization has proposed new attributes for describing live content, as well as an update to substitution macros that enhances how pricing and discounts are conveyed between buyers and sellers. Both proposals are now open for public comment until late May. At its core, this effort is about cutting down on uncertainty. As more live and near-live inventory flows into programmatic, the distinctions between a truly live event, a real-time stream, and a first broadcast window become increasingly important for how inventory is priced and transacted. The update introduces two optional fields and clarifies an existing one in OpenRTB and AdCOM. Together, these allow sellers to express the “liveness” of content in a more structured, standardized way within the bid request.
Sharpening the definition of “live” means buyers can tell the difference between content happening exactly at the time of the bid, content that is streamed in real time but isn’t strictly live, and content airing in its initial scheduled broadcast window. These nuances influence how buyers allocate and prioritize spend. A live sports moment, for example, has a very different time sensitivity and value than a same-day stream or a planned premiere. Without consistent signaling, it has been difficult to interpret these scenarios programmatically. The new fields are intended to eliminate that gray area. In parallel with the content-related changes, IAB Tech Lab is also tightening up substitution macros in OpenRTB to clarify pricing signals…