IAB Tech Lab's draft live event ad guide is open for ad tech review until November 23
TLDR
IAB Tech Lab has given ad tech companies until November 23 to review its draft live event ad guide, which suggests DSPs and SSPs poll every 15 to 30 seconds at live peaks and sets a 1,000-call hourly default.
The draft live event ad guide proposes that DSPs and SSPs poll every 15 to 30 seconds at live peaks, with a default of 1,000 calls per hour. PPC Land notes that the draft also raises questions about gaps in its own specifications, and industry feedback is requested by November 23.
How we got here
- Oct 24IAB Tech Lab extends comment window on AI ad-buying standard to November 10
The IAB Tech Lab extended its public comment period on a 71-field AI ad-buying standard from 30 to 49 days, pushing the deadline to November 10.
- Oct 19IAB Tech Lab identifies eight ways ad systems limit or overwrite Universal Ad IDs
The IAB Tech Lab has flagged eight ways ad systems (servers, DSPs, SSPs, and agencies) limit or overwrite Universal Ad IDs, calling for audits across data intake and sharing paths.
- Oct 15IAB Australia updates audio glossary with revised play-count thresholds for 2026
IAB Australia's updated 2026 audio glossary sets different play-count thresholds depending on format—one second for standard plays, 60 seconds for active streams, and two seconds for audible ad impressions.
- Sep 16IAB Tech Lab proposes new standards practices for programmatic advertising transactions
The IAB Tech Lab released a new set of standard business practices for programmatic advertising to increase consistency and transparency between buyers and sellers.