#iab-tech-lab

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/).

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/).