IAB Tech Lab is set to expand its digital advertising and media practices in 2025, focusing on connected TV (CTV) advertising and privacy initiatives. CEO Anthony Katsur announced the organization will release 31 new specifications, up from 23 in 2024. The updates will innovate in advanced television, especially concerning CTV and live sports advertising, as well as standardizing tools for generative AI access to publisher content. Additionally, IAB Tech Lab will work on new APIs to measure conversions effectively and develop standards for ad tech curation.
IAB Tech Lab plans to enhance digital advertising practices in 2025 by releasing 31 new specifications, focusing significantly on connected TV and privacy.
CEO Anthony Katsur emphasizes that advancements in advertising tech for 2025 will be heavily focused on advancing television and privacy-driven innovations.
A more robust connected TV ad infrastructure is essential to capitalize on the growing trends of live sports and non-traditional ad formats in streaming.
IAB Tech Lab aims to streamline ad tech standards by developing APIs for generative AI interactions and standardizing conversion measurement processes.
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