Iab Tech Lab Introduces. The IAB Tech Lab has recently introduced a new CTV Ad Portfolio and updated its Guide to Programmatic CTV to bring clarity and consistency to the rapidly growing and often fragmented digital advertisi
ising landscape. This move aims to standardize the various ad formats for connected TV across the industry, providing much-needed guidance for publishers, buyers, and platforms.
According to IAB Tech Lab, the new CTV Ad Portfolio outlines six core ad formats for connected TV: Pause, Menu, Screensaver, In Scene, Squeezebacks, and Overlays. These formats were distilled from over 100 real-world submissions gathered through the industry-wide “Ad Format Hero” initiative.
The updated guide to programmatic CTV offers practical advice on how to transact these ad types more efficiently, with enhanced OpenRTB support. The focus is on the two formats prioritized by an industry working group: Pause and Menu.
IAB Tech Lab’s CEO, Anthony Katsur, emphasized that standardization is necessary to meet the growing demands of scalable, non-disruptive ad formats that fit the medium. With CTV accounting for the majority of TV viewing in the U.S., there is a significant need for these formats to be traded efficiently and consistently.
The updated standardization aims to minimize creative errors, reduce production redundancies, and ease operational headaches caused by inconsistent implementations. It echoes what IAB Tech Lab achieved with its original Digital Ad Portfolio for display ads, and the industry response so far has been enthusiastic.
Gianluca Milano, head of ad experience product at Disney, noted that interoperability is essential to unlocking the full potential of CTV. These new standards, he said, will benefit the entire ecosystem by establishing a consistent framework for advanced ad formats to scale across platforms and buying channels.
The industry has been asking for clear, practical guidance to keep up with the rapid growth of the CTV marketplace. IAB Tech Lab’s introduction of the CTV Ad Portfolio and updated programmatic guidance provides this much-needed clarity, setting the stage for a more efficient and effective ad trading environment.
In related news, MarTech has published an article “The future of ad targeting in the digital age”, discussing the role of artificial intelligence in ad targeting.
The CTV Ad Portfolio and updated guide are now open for public comment through January 31. Industry professionals are encouraged to review and provide feedback to ensure that these new standards meet the needs of all stakeholders.
As the digital advertising landscape continues to evolve, standardization will be crucial in enabling seamless ad trading across different platforms and buying channels. IAB Tech Lab’s efforts to provide a common language and framework for CTV ad formats will undoubtedly play a significant role in shaping the industry’s future.
The potential benefits of these new standards are numerous, from improved ad experience to increased efficiency in ad trading. It is essential to recognize the value that these standards can bring to the industry as a whole and to support their adoption.
The future of CTV ad trading holds much promise, and with IAB Tech Lab’s leadership, the industry is poised to achieve a more streamlined and effective ad trading environment.
For the latest insights on the evolving ad trading landscape, stay tuned to MarTech’s news and analysis.
Source: IAB Tech Lab introduces new CTV ad formats, updates programmatic guidance
