""Connected TV represents a huge opportunity for our industry, but its continued growth depends on trust," said Marie-Clare Puffett, IAB Europe's senior director industry development & marketing."
"Today, only 30% of advertisers and publishers report full visibility into where ads run, while fewer than half use quality verification tools."
"The Framework delivers a unified set of metrics and definitions to bring consistency, comparability, and accountability to CTV measurement."
"A clearer, more accountable future for CTV is built in collaboration with sell-side and buy-side stakeholders, reflecting how audiences consume video today."
IAB Europe has opened its Connected TV Measurement Framework and Transparency Principles for public comment, addressing transparency challenges in CTV. CTV investment is growing rapidly, yet only 30% of advertisers have full visibility into ad placements. The Framework, developed with industry stakeholders, aims to provide unified metrics and definitions for consistent measurement across digital video environments. It includes transparency principles to set expectations for measurement providers, emphasizing the need for trust to ensure continued growth in the CTV sector.
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