IAB Tech Lab, the global digital advertising technical standard-setting body, has made a notable move to improve the way buyers plan and reserve advertising on live programming with the release of the Live Event Ad Playbook (LEAP).
Several industry executives applauded the release.
“As live and tentpole programming continues to grow across digital and streaming platforms, buyers and sellers need better ways to plan and coordinate around moments of peak viewer engagement,” added Daniel Perry-Zucker, senior product manager, The Trade Desk. “By standardizing how the industry communicates about upcoming inventory, the Forecasting API helps improve monetization and consumer experiences alike — bringing greater speed, predictability, and scale to live advertising across the ecosystem, and we’re excited to help put these standards into practice.”