"These were distilled from over 100 real-world submissions gathered through the industry-wide "Ad Format Hero" initiative. Dig deeper: 4 questions every SMB should ask before testing CTV IAB Tech Lab has also updated its programmatic CTV guidance, offering practical advice on how to transact these ad types more efficiently. The update includes enhanced OpenRTB support, with a focus on the two formats prioritized by an industry working group: Pause and Menu."
""What we heard again and again was that publishers, buyers and platforms needed a common language for emerging CTV formats and a way to streamline how these formats are traded." That common language is increasingly urgent. CTV and streaming now account for the majority of TV viewing in the U.S., and with that shift comes greater demand for scalable, non-disruptive ad formats that fit the medium. Many of the defined formats - particularly Pause and Menu - offer high-value inventory outside of traditional ad breaks."
IAB Tech Lab introduced a CTV Ad Portfolio and a major update to the Guide to Programmatic CTV to standardize formats and trading. The portfolio defines six core connected-TV ad formats: Pause, Menu, Screensaver, In Scene, Squeezebacks, and Overlays, distilled from over 100 real-world submissions via the industry-wide "Ad Format Hero" initiative. The programmatic guidance adds practical advice and enhanced OpenRTB support, prioritizing Pause and Menu to streamline transactions. Both documents are open for public comment through January 31. Standardized definitions and technical requirements will reduce creative errors, production redundancies, and operational inconsistencies.
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