"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."
"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 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."
IAB Tech Lab is updating OpenRTB to address the growing need for clear definitions of live content in programmatic advertising. New attributes will help describe the 'liveness' of content, allowing buyers to differentiate between true live events, real-time streams, and first broadcast windows. This clarity is essential for valuing inventory accurately. Additionally, updates to substitution macros will enhance the flow of pricing information, making it easier for buyers to understand discounts and net pricing, ultimately reducing friction in transactions.
Read at MarTech
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