IAB Tech Lab Unveils New CTV Ad Standards to Elevate Programmatic Advertising

IAB Tech Lab Unveils New CTV Ad Standards

On December 11, 2025, the IAB Tech Lab, a leading organization in digital advertising standards, introduced its innovative CTV Ad Portfolio. This new initiative aims to define six essential CTV ad formats: Pause, Menu, Screensaver, In Scene, Squeezebacks, and Overlays. The initiative stems from the Ad Format Hero project, which collected over 100 submissions from various industry players, providing a comprehensive basis for these new format definitions.

The updated Programmatic CTV guidance details the efficient transaction methods for these ad formats, particularly highlighting the importance of the 'Pause' and 'Menu' formats, which have been prioritized by industry workgroups. This comprehensive approach aims to create a standardized system that simplifies trading processes in the rapidly evolving CTV landscape. The documents will remain open for public commentary until January 31, 2026, offering stakeholders an opportunity to contribute their insights and suggestions.

As streaming and Connected TV (CTV) have become dominant forms of TV consumption in the United States, the need for standardized ad formats has grown significantly. By introducing these common definitions, the IAB Tech Lab seeks to enhance the operational efficiency of advertising across all platforms. These formats are designed not only to engage audiences more effectively but also to create additional revenue opportunities that supplement traditional advertising methods.

Anthony Katsur, CEO of IAB Tech Lab, emphasized the significance of this development: "With the CTV marketplace surging, there was an urgent need for clear, practical guidance. Publishers, buyers, and platforms require a unified language to facilitate the trade of these emerging ad formats. The CTV Ad Portfolio and accompanying guidance respond directly to this demand, fostering growth in the sector."

The CTV Ad Portfolio and updated guidance are anticipated to significantly impact the advertising ecosystem by standardizing innovative ad formats. These efforts aim to address common issues such as creatives failing to render correctly, unnecessary duplication in creative production, and operational strains due to inconsistencies across platforms. The hope is that through clarity and uniformity, industry players will experience smoother transactions, leading to improved user experiences and interaction with advertising.

Industry leaders are expressing optimism regarding these developments. Ken Weiner, CTO of GumGum, remarked, "Clear standards like this make it easier for everyone to scale new CTV formats. It's a simple change that can substantially enhance day-to-day operations."

Similarly, Gianluca Milano from Disney acknowledged the importance of interoperability, stating, "These new standards will benefit the entire ecosystem by creating a consistent framework for advanced ad formats across different platforms, allowing advertisers to provide captivating experiences."

Ryan McConville, EVP and Chief Product Officer of Advertising Products at NBCUniversal, echoed this sentiment, highlighting their commitment to delivering top-tier content. He remarked, "A consistent standard across CTV environments supports our goal to connect brands with engaged audiences effectively."

In conclusion, the collaboration between IAB Tech Lab and industry stakeholders reflects a unified effort to advance CTV advertising practices. The new CTV Ad Portfolio and updated Programmatic CTV guidelines provide a solid framework for clear communication and efficient transactions, which are vital as the industry continues to innovate and expand. Stakeholders are encouraged to provide feedback during the public comment period and further shape the future of CTV advertising.