IAB Tech Lab Opens Public Comment on RMT Standard for OpenRTB

On September 16, 2026, IAB Tech Lab opened Programmatic Standard Practices v1 for public comment through October 16. Alongside it, the Redefining Media Types (RMT) effort plans to encode impression-level viewing facts directly into OpenRTB bid requests: a macro layer splits environments into Lean Back, Personal Screen and Passive/Communal Viewing, while an operational layer adds eight binary attributes, seven of which already exist in OpenRTB 2.6 and AdCOM.

• Programmatic Standard Practices v1 is open for public comment through October 16, 2026
• RMT splits video into Lean Back, Personal Screen and Passive/Communal Viewing
• Eight binary attributes: sound, skip, full-screen, addressability, signals, measurability, device, format
• Seven of the eight fields already exist in OpenRTB 2.6 and AdCOM; the eighth is derived