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IAB Tech Lab Unveils New Live Event Ad Playbook (LEAP) Forecasting API

The IAB Tech Lab has formally announced the introduction of the Live Event Ad Playbook (LEAP) Forecasting API, inviting the public to comment until March 20, 2026. This initiative aims to tackle a persistent challenge in the digital advertising landscape by providing standardized tools for the discovery of live event programming. With this new API, content owners now have the capability to share detailed information including event schedules, expected ad breaks, and anticipated viewership metrics with potential advertising partners.

Understanding the LEAP Forecasting API

The introduction of the LEAP Forecasting API marks the second phase of the LEAP initiative, which focuses on enhancing the planning, reservation, and monetization processes for premium live programming. Anthony Katsur, CEO of IAB Tech Lab, emphasized the importance of this proposal by stating, “Live events continue to be one of the most valuable and technically complex areas of digital advertising.” By creating transparency around future inventory, the API aims to empower buyers and sellers alike, thus instilling a sense of confidence in planning and scaling workflows based on shared standards.

Addressing the Inventory Gap

The current programmatic advertising systems often lack efficient mechanisms to surface future inventory, creating a gap that hampers strategic planning for advertisers. The new Forecasting API is designed to fill that gap by enabling broadcasters and content owners to publish structured metadata directly to exchanges and demand-side platforms (DSPs). Key information covered includes event schedules, expected ad breaks, and viewership forecasts, all formatted in line with established OpenRTB and AdCOM standards.

This API also builds upon the pre-existing Concurrent Streams API, which is instrumental in helping advertisers identify live opportunities in real-time. By shifting the focus earlier in the planning process, the Forecasting API promotes preemptive planning for live programming and facilitates automated deal creation through integration with the Deals API. With these advancements, participants can better leverage the highly engaged audiences that accompany live events.

Industry Insights on Forecasting API

Prominent industry figures such as Alex Combs from Disney are vocal supporters of the new capabilities the API brings. Combs stated, “For years, Disney has been committed to modern and sophisticated forecasting capabilities to demonstrate the value of our premium Sports, Entertainment, and News inventory.” He highlighted how the accelerating growth of programmatic advertising renders standardized interoperability essential for streamlined transactions, particularly for live content.

Meanwhile, Daniel Perry-Zucker from The Trade Desk pointed out that as live programming continues to flourish across digital and streaming platforms, improved planning methods must be developed to effectively manage peak viewer engagement periods. He noted, “By standardizing how the industry communicates about upcoming inventory, the Forecasting API enhances monetization and ensures a seamless consumer experience.”

Conclusion

The IAB Tech Lab's Forecasting API reflects a key trend in the industry towards increased standardization, particularly as live streaming continues to evolve. By fostering advanced approaches to forecasting and planning, this specification seeks to minimize friction, boost efficiency, and enhance the monetization potential of live content across the digital advertising arena. Interested parties can join the conversation and offer feedback through the IAB Tech Lab website until the comment period closes on March 20, 2026.

For more information, visit the IAB Tech Lab at their official website.