IAB Tech Lab is rolling out updates to OpenRTB aimed at a growing problem in programmatic: how to clearly define what live content means in the bidstream.
The standards body has announced new attributes to describe live content, along with a replacement macro update that improves how prices and discounts are communicated between buyers and sellers. Both are now open for public comment until the end of May.
At a high level, it’s about reducing guesswork. As more live and near-live content moves into programmatic channels, the differences between a true live event, a real-time stream, and an early broadcast window become more important to how inventory is priced and purchased.
The update adds two optional fields and clarifies an existing one in OpenRTB and AdCOM. Together, they allow sellers to describe the “liveliness” of content in a more structured way within the RFP.
Make the “live” more precise
This means that buyers can distinguish between content that appears at the exact moment of the offer, content that is streamed in real time but is not strictly live, and content in the first scheduled broadcast window.
These distinctions impact how shoppers prioritize spending. A live sports moment has a much different urgency and value than a same-day stream or a scheduled premiere.
The lack of standardized signals has made programmatic interpretation more difficult. These new fields are designed to remove that ambiguity.
In addition to content updates, IAB Tech Lab is also refining replacement macros in OpenRTB.
Cleaning up price signals
The changes focus on how pricing data flows through the bid stream, specifically making it easier to pass information on discounts and net prices to demand-side platforms. This gives buyers a clearer view of what they are actually paying and how prices are adjusted.
Combined with the new content signals, the goal is to reduce friction on both sides of the transaction. Buyers get better context and greater pricing clarity, while sellers can more accurately represent premium inventory.
These updates come as programmatic environments become more complex, particularly with the growth of CTV and live event inventory. Initiatives such as the Live Event Ad Playbook have already highlighted the need for more rigorous standards in this area.
As more live sports, previews and streaming events become available programmatically, timing becomes a key pricing variable. Truly active inventory tends to have a higher value, but only if buyers can recognize it as such.
The work comes from IAB Tech Lab’s Programmatic Supply Chain working group, and the organization is seeking feedback from the industry before finalizing the specifications. The public comment period lasts until May 28. Go here to comment.
