#ctv

IAB Tech Lab is updating OpenRTB to address the growing need to define live content in programmatic channels, announcing new attributes for describing live content and refinements to substitution macros. These changes, now open for public comment through late May, aim to reduce ambiguity in the bidstream as connected TV (CTV) and real-time inventory expand, according to [MarTech](https://martech.org/iab-tech-lab-updates-openrtb-to-better-define-live-content/).

On April 27, tvScientific by Pinterest announced that advertisers can target Pinterest’s exclusive high-intent audiences on Connected TV through its platform, marking the first major milestone since Pinterest acquired tvScientific in February 2026. This launch allows advertisers to reach these audiences off Pinterest and on TV, as part of a broader vision for a unified cross-screen advertising experience.

IAB Tech Lab is rolling out updates to OpenRTB to address the challenge of defining live content in programmatic advertising, with new attributes and refinements to substitution macros now open for public comment through May 28, according to [MarTech](https://martech.org/iab-tech-lab-updates-openrtb-to-better-define-live-content/).