The IAB Tech Lab is rolling out updates to OpenRTB aimed at solving a growing problem in programming: how to clearly define what live content means in the deals feed.
The standards body announced new attributes to describe live content, as well as an update to substitution macros that improve 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 uncertainty. As more live and near-live content moves to 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 valued and purchased.
The update adds two optional fields and clarifies an existing field in OpenRTB and AdCOM. Together, they allow sellers to describe the “liveness” of content in a more structured way in the bid request.
Make “live” more precise
This means that buyers can distinguish between content that occurs at the exact time of the auction, content that is broadcast in real time but is not strictly live, and content in its first scheduled broadcast window.
These distinctions affect how shoppers prioritize their spending. A live sports moment has a very different urgency and value than a same-day broadcast or scheduled premiere.
The lack of standardized signals made programmatic interpretation more difficult. These new fields are designed to remove this ambiguity.
Along with content updates, the IAB Tech Lab is also refining substitution macros in OpenRTB.
Clean up price signals
The changes focus on how price-related data flows through the deal flow, specifically making it easier to pass discount and net price information to demand-side platforms. This gives buyers a clearer view of what they are actually paying and how prices are adjusted.
In combination with the new content signals, the goal is to reduce friction on both sides of the transaction. Buyers benefit from better context and 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 higher standards in this area.
As more live sports, premieres 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 the IAB Tech Lab’s Programmatic Supply Chain Working Group, and the organization is seeking industry feedback before finalizing specifications. The public comment period runs until May 28. Go here to comment.
