Question 1

How is ad load balanced between traditional linear-style pod breaks and non-intrusive native CTV placements (pause, home screen, overlays)?

Accepted Answer

IAB Tech Lab announced an expansion of its Open Measurement SDK to support new connected TV (CTV) ad formats, including Pause, Menu, Screensaver, and Overlay Ads. This update adds impression measurement for these formats, which are part of the group's CTV Ad Portfolio, as the industry moves beyond traditional pre-roll and mid-roll inventory. The change addresses the measurement challenge that these formats do not always occupy the full screen or behave like standard video ads. Standardized measurement provides a common method for buyers and sellers to verify ad delivery and on-screen visibility. This comes as U.S. digital video ad spending is projected to exceed $80 billion in 2026, a 13.8% growth for CTV ad spending, and as digital video is expected to account for over 60% of total TV and video ad spending. The initiative aims to facilitate programmatic transaction of these newer formats.

Question 2

Are server-side ad insertion (SSAI) and OpenRTB 2.6 signals properly configured to pass pod-bidding and competitive separation parameters?

Accepted Answer

IAB Tech Lab announced an expansion of its Open Measurement SDK to support new connected TV (CTV) ad formats, including Pause, Menu, Screensaver, and Overlay Ads. This update adds impression measurement for these formats, which are part of the group's CTV Ad Portfolio, as the industry moves beyond traditional pre-roll and mid-roll inventory. The change addresses the measurement challenge that these formats do not always occupy the full screen or behave like standard video ads. Standardized measurement provides a common method for buyers and sellers to verify ad delivery and on-screen visibility. This comes as U.S. digital video ad spending is projected to exceed $80 billion in 2026, a 13.8% growth for CTV ad spending, and as digital video is expected to account for over 60% of total TV and video ad spending. The initiative aims to facilitate programmatic transaction of these newer formats.

Question 3

How are household identity graphs and data clean rooms connected under European GDPR and TCF 2.2 requirements?

Accepted Answer

IAB Tech Lab announced an expansion of its Open Measurement SDK to support new connected TV (CTV) ad formats, including Pause, Menu, Screensaver, and Overlay Ads. This update adds impression measurement for these formats, which are part of the group's CTV Ad Portfolio, as the industry moves beyond traditional pre-roll and mid-roll inventory. The change addresses the measurement challenge that these formats do not always occupy the full screen or behave like standard video ads. Standardized measurement provides a common method for buyers and sellers to verify ad delivery and on-screen visibility. This comes as U.S. digital video ad spending is projected to exceed $80 billion in 2026, a 13.8% growth for CTV ad spending, and as digital video is expected to account for over 60% of total TV and video ad spending. The initiative aims to facilitate programmatic transaction of these newer formats.

IAB Tech Lab Expands CTV Ad Measurement

What happened

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Companies & platforms involved

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