IAB Europe opens CTV Measurement Framework for comment; Tech Lab adds ad signalling standards
Key Questions
What is IAB Europe doing with its CTV Measurement Framework?
IAB Europe has opened the CTV Measurement Framework for public comment to improve transparency in CTV and SSAI. The framework aligns standards from Tech Lab, API/DV, TikTok, and MRC while contrasting approaches from TTD and IAS.
What new ad signals is IAB Tech Lab introducing for CTV?
IAB Tech Lab is standardizing Pause and Menu ad signals to enhance programmatic trading and inventory standardization. These updates support better efficiency in CTV advertising environments.
How is OpenRTB updating signals for live streaming content?
OpenRTB has added new 'Live' signals for CTV and streaming to better represent different types of live content. This aims to improve programmatic support and targeting in streaming platforms.
What CTV features are included in The Trade Desk's Q2 Kokai update?
The Trade Desk's Kokai Q2 release implements CTV pause ads that align with the new IAB standards. It focuses on pod efficiencies and greater SSAI transparency for advertisers.
Why are these CTV standards updates important for the industry?
These changes promote consistency across measurement, signalling, and programmatic trading in CTV and streaming. They help align various stakeholders including IAB Europe, Tech Lab, and The Trade Desk for improved transparency and efficiency.
Framework aligns Tech Lab API/DV TikTok MRC for CTV/SSAI transparency vs TTD/IAS. Tech Lab standardizes Pause/Menu ad signals for programmatic trading. OpenRTB adds new 'Live' signals for CTV/streaming; TTD Kokai Q2 update implements CTV pause ads aligning with these standards for pod efficiencies and SSAI transparency.