IAB Tech Lab launches first programmatic guide for CTV

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 29, 2021, 5:41 PM UTC

The guide aims to help CTV players work together to provide efficiency and transparency along the digital advertising supply chain.

IAB Tech Lab’s latest guide aims to help to advertise effectively on Connect TV. It would enable CTV players to drive efficient delivery of programmatic ads on connected TV, address ad-fraud, and resolve user identity fragmentation.

The ad watchdog claims the programmatic guide will work as a knowledge base for the industry, available online with an easy-to-navigate web interface. These guides will outline all the technical specifications, guidance and additional resources used for a given media channel, like serving video in CTV and working with server-side ad insertion (SSAI).

The programmatic guide focussed on CTV also includes a set of case studies for handling details like preparing assets, responding to an ad request, mitigating ad fraud and enabling targeting. IAB states that this is a community resource and will be available on GitHub.

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