IAB Tech Lab launches CTV Ad format standardization initiative

IAB Tech Lab's "Ad Format Idol" initiative aims to standardize Connected TV ad formats, addressing key industry challenges.

IAB Tech Lab launches CTV Ad format standardization initiative
IAB Tech Lab

On October 22, 2024, IAB Tech Lab, the global digital advertising technical standards-setting body, launched Ad Format Idol, an initiative in New York to standardize Connected TV (CTV) ad formats. The initiative addresses who will benefit from standardization, what formats need standardization, where these formats appear, when submissions are due, why standardization is necessary, and how the industry will implement these changes.

According to IAB Tech Lab, CTV advertising has reached a critical juncture, with 75% of CTV spend being transacted programmatically. The rapid proliferation of ad formats has created significant challenges for industry-wide adoption and scalability.

The initiative accepts submissions between October 22, 2024, and January 22, 2025. According to Anthony Katsur, CEO of IAB Tech Lab, the project aims to establish "build once, serve everywhere" ad formats, enabling efficient programmatic transactions across platforms.

Technical requirements and format specifications

The submission process requires detailed technical information from participants:

  • Asset file size specifications
  • Supported aspect ratios and dimensions
  • HTML/JavaScript implementation requirements
  • Transcoding specifications
  • VAST/SIMID/Open RTB compatibility
  • Platform limitations and restrictions

Emerging ad format categories

According to IAB Tech Lab's documentation, several innovative ad formats are under consideration:

  • Picture-in-picture advertisements
  • Pause screen advertisements
  • Shoppable advertising experiences
  • Brand bug implementations
  • Interactive television formats

A Task Force appointed by Tech Lab's Advanced TV Commit Group will evaluate submissions. The Advanced TV and Programmatic Supply Chain Working Groups will subsequently update their specifications based on the selected formats.

Key Facts

  • Launch Date: October 22, 2024
  • Submission Deadline: January 22, 2025
  • Current CTV Programmatic Spend: 75% of total CTV advertising
  • Evaluation Body: Task Force from Tech Lab's Advanced TV Commit Group
  • Implementation Teams: Advanced TV and Programmatic Supply Chain Working Groups
  • First Public Showcase: November 5, 2024 (London)
  • Final Format Announcement: Q1 2025
  • Geographic Launch Location: New York
  • Lead Organization: IAB Tech Lab
  • Initiative Name: "Ad Format Idol"
  • Primary Focus: Connected TV ad format standardization
  • Target Outcome: Industry-wide standardization and scalability
  • Submission Platform: IAB Tech Lab Tools Portal