"In January, Index Exchange CEO Andrew Casale forecasted a "tsunami of supply" heading for programmatic ad market as more major sports and other live events become available to stream. That raised the question: How would the programmatic supply chain handle this inventory influx? That's a big question. And like many big questions, the best way to tackle it is to break it down into smaller problems and address those in turn."
"Which is where IAB Tech Lab's Concurrent Streams API comes in. WTF is the Concurrent Streams API? The Concurrent Streams API is a specification that IAB Tech Lab introduced for streaming services to be able to report real-time viewership figures for live events. If a streaming service has adopted the API, ad tech entities - demand-side platforms, supply-side platforms, ad servers, etc. - are able to programmatically request how many people are streaming a live program, like an NFL game or awards show."
Live event streaming growth is creating a large increase in programmatic ad inventory and uncertainty about how many impressions are actually for sale. Real-time viewership for live broadcasts can fluctuate rapidly and broadcasts can cut to ad breaks unexpectedly. The Concurrent Streams API enables streaming services to report real-time concurrent viewer counts. Adopted by streaming services, the API allows DSPs, SSPs, ad servers and other ad tech entities to programmatically request current audience numbers for live programs. Accurate concurrent-streams data helps ad tech systems manage query limits, avoid missed buying opportunities during sudden viewership spikes, and better match demand to available impressions.
Read at Digiday
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