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IAB Tech Lab updates OpenRTB to better define live content

MarTechApril 28, 2026Constantine von HoffmanRead original

Last updated Apr 28, 2026 by ATDb automated enrichment

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New OpenRTB updates aim to clarify live content signals and pricing in programmatic as CTV and real-time inventory continue to grow. The post IAB Tech Lab updates OpenRTB to better define live content appeared first on MarTech.