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/).
RevOps