IAB Standardizes Live Event Ad Forecasting to Streamline Programmatic Deals
Event summary
- IAB Tech Lab released the Live Event Ad Playbook (LEAP) Forecasting API for public comment, closing March 20, 2026.
- The API aims to standardize the discovery of upcoming live event programming, including schedules, ad breaks, and viewership forecasts.
- The Forecasting API is Phase Two of the LEAP Initiative, building on the Concurrent Streams API.
- Disney and The Trade Desk are actively participating in the initiative, highlighting the need for standardized interoperability in live event advertising.
- The API seeks to address the lack of consistent mechanisms for surfacing future inventory in programmatic systems.
The big picture
The LEAP Forecasting API represents a significant shift towards proactive planning in the live event advertising space, moving beyond reactive bidding to enable advance deal creation and inventory reservation. This standardization effort addresses a critical pain point for both content owners and advertisers, who currently struggle with limited visibility into future live programming. The move underscores the growing importance of live and tentpole programming in the digital advertising ecosystem, as streaming platforms compete for audience engagement.
What we're watching
- Adoption Rate
- The success of the LEAP Forecasting API hinges on widespread adoption by content owners and ad tech platforms; slow uptake could limit its impact on programmatic live event advertising.
- Integration
- The API's alignment with existing OpenRTB and AdCOM standards will be crucial for seamless integration, and any deviations could create friction for buyers and sellers.
- Competitive Response
- Other industry bodies or companies may develop competing forecasting solutions, potentially fragmenting the live event advertising landscape and undermining the LEAP initiative.
Related topics