IAB Unveils New Standard for Defining Digital Video Advertising Types
On July 9, 2026, the Interactive Advertising Bureau (IAB) announced the introduction of the Redefining Media Types (RMT) Standard, a critical new framework for the digital advertising industry. This initiative aims to unify and clarify the definitions of various digital video formats, catering to the needs of a rapidly evolving marketplace. The public comment period for this standard is open until August 8, 2026, inviting feedback from an array of industry players including brands, agencies, publishers, and technology partners.
The RMT Standard was developed in collaboration with the IAB Tech Lab, which is responsible for establishing the technical norms necessary for widespread adoption of this framework. According to Jamie Finstein, VP of Media Center at IAB, as the video advertising landscape continues to expand across various platforms and formats, the industry increasingly requires a unified language to categorize and define digital video environments. This standard seeks to enhance the cohesion between buyers and sellers by fostering a more shared understanding of advertising formats.
In past years, the video advertising sector has faced challenges due to inconsistent definitions and classification systems that had evolved around legacy media. As Anthony Katsur, CEO of IAB Tech Lab, pointed out, many technical infrastructures supporting digital advertising are still grounded in outdated terminology that doesn’t accurately reflect current consumer experiences. The new RMT Standard addresses this fundamental issue by proposing a two-layer classification system intended to better align planning strategies and operational execution.
The first layer organizes video advertising environments into four primary categories based on how viewers interact with content:
1. Lean Back Viewing: Focused on relaxed engagement, typically through larger screens.
2. Personal Screen Viewing: Usually involving mobile or portable devices that allow for personal engagement.
3. Passive and Communal Viewing: Situations where content is viewed collectively, often in social settings.
This macro classification aims to hone in on viewer behavior and context rather than reliance on outdated technological definitions. The second layer for operational attributes offers more granular classifications for individual impressions based on binary attributes. These attributes provide details such as sound state, full-screen presentation, and device type, making it easier for advertisers, platforms, and measurement companies to align their strategies and generate consistent reporting across different media.
The RMT Standard thus provides essential support for brands and agencies in aligning media investments with the intended viewing experience. Additionally, it supplies publishers and media owners with more streamlined inventory packaging options. The initiative also targets increased interoperability within reporting processes and lays the groundwork needed for the digital advertising industry as it confronts changes in consumption behavior.
The framework’s design allows it to dovetail with IAB's existing projects, like the Measurement Center’s Project Eidos taxonomy work, ensuring that the new classification system does not stand alone but integrates seamlessly with ongoing technical standards and protocols.
As digital video continues to evolve—be it through programmatic investments or shifts in cross-media planning—the IAB is proactive in its pursuit of creating a shared terminology. The standard aims to reduce ambiguity and promote growth, allowing advertisers and sellers to navigate their operations with a decreased likelihood of costly missteps due to miscommunication.
As Adam Gerber, Head of Strategy at Media.net, mentions, the rapid evolution of the video marketplace necessitates a collaborative approach to establish a framework that supports all participants in the advertising ecosystem. As industry leaders, analysts, and stakeholders embrace this new standard, they anticipate that aligning definitions and terminologies will remove friction and enhance cooperation within the ad tech environment.
In conclusion, the RMT Standard represents a significant step forward in the digital advertising landscape, aiming not only to clarify existing definitions but also to promote a more efficient, effective, and cooperative marketplace. Everyone from CMOs to engineers will benefit from this shared understanding, facilitating streamlined workflows and improving the overall quality of digital ad campaigns in the years to come.
The RMT Standard was developed in collaboration with the IAB Tech Lab, which is responsible for establishing the technical norms necessary for widespread adoption of this framework. According to Jamie Finstein, VP of Media Center at IAB, as the video advertising landscape continues to expand across various platforms and formats, the industry increasingly requires a unified language to categorize and define digital video environments. This standard seeks to enhance the cohesion between buyers and sellers by fostering a more shared understanding of advertising formats.
In past years, the video advertising sector has faced challenges due to inconsistent definitions and classification systems that had evolved around legacy media. As Anthony Katsur, CEO of IAB Tech Lab, pointed out, many technical infrastructures supporting digital advertising are still grounded in outdated terminology that doesn’t accurately reflect current consumer experiences. The new RMT Standard addresses this fundamental issue by proposing a two-layer classification system intended to better align planning strategies and operational execution.
The first layer organizes video advertising environments into four primary categories based on how viewers interact with content:
1. Lean Back Viewing: Focused on relaxed engagement, typically through larger screens.
2. Personal Screen Viewing: Usually involving mobile or portable devices that allow for personal engagement.
3. Passive and Communal Viewing: Situations where content is viewed collectively, often in social settings.
This macro classification aims to hone in on viewer behavior and context rather than reliance on outdated technological definitions. The second layer for operational attributes offers more granular classifications for individual impressions based on binary attributes. These attributes provide details such as sound state, full-screen presentation, and device type, making it easier for advertisers, platforms, and measurement companies to align their strategies and generate consistent reporting across different media.
The RMT Standard thus provides essential support for brands and agencies in aligning media investments with the intended viewing experience. Additionally, it supplies publishers and media owners with more streamlined inventory packaging options. The initiative also targets increased interoperability within reporting processes and lays the groundwork needed for the digital advertising industry as it confronts changes in consumption behavior.
The framework’s design allows it to dovetail with IAB's existing projects, like the Measurement Center’s Project Eidos taxonomy work, ensuring that the new classification system does not stand alone but integrates seamlessly with ongoing technical standards and protocols.
As digital video continues to evolve—be it through programmatic investments or shifts in cross-media planning—the IAB is proactive in its pursuit of creating a shared terminology. The standard aims to reduce ambiguity and promote growth, allowing advertisers and sellers to navigate their operations with a decreased likelihood of costly missteps due to miscommunication.
As Adam Gerber, Head of Strategy at Media.net, mentions, the rapid evolution of the video marketplace necessitates a collaborative approach to establish a framework that supports all participants in the advertising ecosystem. As industry leaders, analysts, and stakeholders embrace this new standard, they anticipate that aligning definitions and terminologies will remove friction and enhance cooperation within the ad tech environment.
In conclusion, the RMT Standard represents a significant step forward in the digital advertising landscape, aiming not only to clarify existing definitions but also to promote a more efficient, effective, and cooperative marketplace. Everyone from CMOs to engineers will benefit from this shared understanding, facilitating streamlined workflows and improving the overall quality of digital ad campaigns in the years to come.
Topics Business Technology）
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