2.6-202604 Public Comment Feedback

[hillslatt]

The Programmatic Supply Chain Working Group and Commit Group have gone through 3 rounds of Public Comment related to Livestream Signaling, captured in Issues 143, 157, and 162. This document reflects a final proposal from the Programmatic Supply Chain Commit Group, having considered and incorporated feedback from the preceding rounds of Public Comment.

Programming Liveness

• Addition of realtime, and firstbroadcast attributes in OpenRTB Object: Content and AdCOM Object: Content
• Updated attribute description of content.livestream
• Associated Implementation Guidance

Substitution Macros

• Updated description of ${AUCTION_PRICE}
• New ${AUCTION_DISCOUNT_PCT} and ${AUCTION_DISCOUNT_CPM}
• Associated Implementation Guidance

Public Comment will close May 28, 2026

[tonyhhung-lab]

We have mixed feedback from publishers about their ability to calculate the 3 states of livestream, realtime and firstbroadcast across every single live entity in their CMS and to send it on ad requests. I wonder if there is an easier option here where we consolidate firstbroadcast and realtime.

If what we are solving for is really:

1. allow SSPs/DSPs to understand when live traffic spikes happen
2. allow better differentiation of scheduled FAST inventory from scheduled live events/tentpoles (sports, entertainment, etc.)

Can we just drop the realtime signal and have firstbroadcast = 1 when it is first broadcast in real time or in the local market (i.e. primetime)?

This allows all of the following events to be marked as firstbroadcast and is easy for publishers to understand/calculate without having to separate content IDs and/or airing IDs and looking against airing dates.

1. World Cup game that is live
2. World Cup game that is broadcasted for the first time in primetime in local market

Another key point that went under the radar, and perhaps we can mention this in implementation guidance. The change of livestream definition from "VOD vs. livestream" to "scheduled vs not scheduled" will also include some larger reclassification of a large amount of livestream inventory (esp in gaming livestreams) that will be be reclassified to having livestream=0 and firstbroadcast/realtime=1. Since we are using the same signal here, publishers with applicable inventory being reclassified need to be informed and switch over to the new signals..