Mumbai: IAB Tech Lab has announced a set of new OpenRTB attributes and a substitution macro aimed at enhancing transparency in programmatic advertising, particularly for live event transactions. The proposed updates are now open for public comment until May 28, 2026.
The new specifications introduce standardized bidstream signals designed to clearly define the “liveness” of content, distinguishing between livestreams, real-time streams, and first-time broadcasts. These enhancements aim to provide greater clarity for buyers and sellers operating in increasingly complex programmatic environments.
“As more live events move into programmatic channels, a total shift in strategy is needed; buyers must condense weekly budgets into mere hours,” said Anthony Katsur, CEO, IAB Tech Lab. “By providing clearer signals, we’re giving buyers and sellers the transparency they need to fully capitalize on ultra-premium, real-time inventory.”
The update refines existing OpenRTB and AdCOM fields while introducing two additional optional fields that enable sellers to communicate the timing and nature of content more precisely within bid requests. This added layer of metadata is expected to improve decision-making for advertisers by offering clearer context on inventory quality and relevance.
In parallel, enhancements to substitution macros aim to improve how pricing data is transmitted in the bidstream. The updates enable more explicit communication of discounts and net pricing between supply-side and demand-side platforms, reducing ambiguity and improving efficiency across transactions.
“Live content signals help us better understand the context of live inventory so we can deliver buyers’ budgets effectively,” said Rob Hazan, GM, Product Management, The Trade Desk. “This enables agencies and advertisers to better achieve their marketing goals and sellers to more effectively monetize their most valuable media assets.”
The move comes amid growing adoption of connected TV (CTV) and live event inventory, where variations in content timing—from live sports to premieres—significantly impact valuation and bidding strategies. By standardizing these signals, the initiative seeks to align buyer expectations with seller offerings more effectively.
Developed by the Programmatic Supply Chain Commit Group, the updates are part of broader efforts to streamline programmatic transactions and improve ecosystem-wide transparency. Industry stakeholders are encouraged to provide feedback during the public comment period, which will inform final specifications and future adoption.
