IAB Tech Lab updates OpenRTB to better define live content

IAB Tech Lab is rolling out updates to OpenRTB aimed at a problem that’s been growing in programmatic: How to clearly define what live content means in the bidstream.

The standards body announced new attributes for describing live content, along with an update to substitution macros that improves how pricing and discounts are communicated between buyers and sellers. Both are now open for public comment through late May.

At a high level, this is 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 a first broadcast window become more important for how inventory is valued and bought.

The update adds two optional fields and clarifies an existing one in OpenRTB and AdCOM. Together, they let sellers describe the “liveness” of content in a more structured way inside the bid request.

Making “live” more precise

That means buyers can distinguish between content that occurs at the exact moment of the bid, content that streams in real time but is not strictly live, and content in its first scheduled broadcast window.

These distinctions affect how buyers prioritize spend. A live sports moment carries a very different urgency and value compared to a same-day stream or a scheduled premiere.

The lack of standardized signals has made it harder to interpret programmatically. These new fields are designed to remove that ambiguity.

Alongside the content updates, IAB Tech Lab is also refining substitution macros in OpenRTB.

Cleaning up pricing signals

The changes focus on how price-related data flows through the bidstream, specifically making it easier to pass back information about discounts and net pricing to demand-side platforms. That gives buyers a clearer view of what they are actually paying and how pricing is being adjusted.

Combined with the new content signals, the goal is to reduce friction on both sides of the transaction. Buyers get better context and pricing clarity, while sellers can more accurately represent premium inventory.

These updates land as programmatic environments become more complex, especially with the growth of CTV and live-event inventory. Initiatives like the Live Event Ad Playbook have already highlighted the need for stronger standards in this area.

As more live sports, premieres, and streaming events become available programmatically, timing becomes a key pricing variable. Inventory that is truly live tends to carry 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 industry feedback before finalizing the specs. The public comment period runs through May 28. Go here to comment.