A new update is set to standardise bidstream data, introducing a clearer definition of content “liveness” to improve how live inventory is valued across the advertising ecosystem. It differentiates between livestreams, real-time streams, and first-time broadcasts, enabling more accurate measurement and pricing of premium live content.
The change aims to solve long-standing inconsistencies in how live ad inventory is classified and monetised, giving advertisers and publishers a more unified framework for valuation. By improving clarity around what qualifies as truly “live,” the update enhances transparency and trust in programmatic buying.
It also introduces enhanced pricing macros, allowing for more accurate communication of net pricing across the supply chain, improving efficiency and reducing ambiguity in media transactions.
Public feedback on the proposal remains open until May 28, signalling an industry-wide effort to refine standards collaboratively.Standardisation in bidstream data improves transparency, pricing accuracy, and live media valuation.
Bottom line: This update marks a key step toward a more consistent and accountable programmatic advertising ecosystem, especially for high-value live inventory.
