IAB Tech Lab has launched the Live Event Ad Playbook and Concurrent Streams API to improve monetization of live-streamed events. Developed with partners like Amazon, FreeWheel, Index Exchange, and NBCUniversal, the tools aim to increase transparency, reduce missed ad opportunities, and deliver scalable ad solutions for premium live broadcasts.
The move comes as streaming becomes the dominant form of TV, with sports streaming ads alone expected to exceed $11 billion this year. Major events like the Super Bowl and Paris Olympics highlight the growing demand for live ad inventory.
By setting clear standards and infrastructure, the initiative helps publishers gain real-time insights and enables advertisers to engage audiences during high-impact moments without disrupting viewer experience. The effort underscores IAB Tech Lab’s mission to build a reliable, transparent framework for live event advertising worldwide.