IAB Tech Lab, the global authority on digital advertising technical standards, has announced its latest initiative, "Ad Format Idol," aimed at standardizing emerging Connected TV (CTV) ad formats. This project is designed to define and streamline common ad formats in CTV environments, facilitating efficient programmatic transactions and enabling broader adoption across the industry with a "build once, serve everywhere" approach.

1. The Need for Standardization in CTV Advertising

• "CTV is experiencing explosive growth, but we're still in the early innings of figuring out how to make it work at scale," stated Anthony Katsur, CEO of IAB Tech Lab. With numerous new ad formats emerging, many lack the necessary technical standards for widespread adoption. "Ad Format Idol" aims to provide the structure needed for these formats to thrive, drawing from the successful standardization efforts in early web advertising and digital video.

2. Insights from IAB's Latest Report

• A recent report titled "IAB CTV Video Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation" reveals the rapid growth of new CTV ad formats and the urgent need for standardization to support scalability. The "Ad Format Idol" initiative seeks to standardize the description of these emerging ad formats in the bidstream, ensuring that all parties have the necessary tools to deliver ads at scale and enhancing overall industry efficiency.

3. Addressing Fragmentation in the CTV Ecosystem

• "With 75% of CTV spend already transacted programmatically, advertisers require standardization to scale investments and improve buying efficiency," explained Cintia Gabilan, VP of Media Center at IAB. The "Ad Format Idol" initiative will help overcome fragmentation, allowing innovative ad formats to thrive across the CTV ecosystem and enabling advertisers to deliver cohesive campaigns.

4. Call for Participation and Evaluation Process

• The "Ad Format Idol" initiative invites stakeholders from across the digital advertising ecosystem to submit their most successful CTV ad formats for consideration between October 22 and January 22, 2025. Submissions will be evaluated by a Task Force appointed by the Tech Lab's Advanced TV Commit Group. Following the evaluation, updates to the respective specifications will be made by Tech Lab's Advanced TV and Programmatic Supply Chain Working Groups.

5. Exploring Innovative Ad Experiences in CTV

• As the number of CTV ad formats continues to rise, the industry is experimenting with various new ad experiences, including picture-in-picture ads, pause screen ads, shoppable ads, and "brand bugs." Standardization is crucial for ensuring efficiency and scalability in delivering these experiences, which will otherwise present significant challenges for advertisers and publishers aiming for effectiveness across platforms.

The "Ad Format Idol" initiative marks a significant step toward establishing essential standards in the rapidly evolving CTV advertising landscape. By inviting industry stakeholders to contribute their innovative ad formats, IAB Tech Lab is paving the way for enhanced engagement and effectiveness in CTV advertising. Key industry events, including the International Summit in London and "I Want My CTV" event in New York City, will showcase these initiatives and provide stakeholders with insights into the future of CTV ad formats.