IAB Tech Lab releases CTV ad format standards for public comment

IAB Tech Lab published standardized guidelines for six connected television ad formats on December 11, 2025, marking a significant step toward programmatic scalability in the streaming advertising ecosystem. The nonprofit standards body released the Ad Format Guidelines for Digital Video and CTV alongside a major update to its CTV Programmatic Guide, with both documents open for public comment through January 31, 2026.

The CTV Ad Portfolio establishes technical specifications for pause ads, menu ads, squeezeback formats, overlay ads, in-scene insertions, and screensaver ads—formats that exist outside traditional commercial breaks and have proliferated across streaming platforms without consistent implementation standards. IAB Tech Lab initiated the standardization effort in 2024 through its Ad Format Hero program, which collected over 100 format submissions from more than 40 companies including media companies, CTV publishers, and advertising technology platforms.

The standardization addresses fragmentation that has impeded programmatic adoption in connected television. Proprietary implementations of advanced formats created significant overhead for advertisers attempting to execute campaigns across multiple platforms, requiring custom creative development and direct insertion orders that limited targeting and optimization capabilities. Industry leaders reached consensus during an August 2025 workshop that CTV growth acceleration depends on consistent execution of these formats across platforms.

Connected television advertising spending approached $33.35 billion in 2025, with 72% of marketers planning increased programmatic investment. CTV budget allocation doubled from 14% in 2023 to 28% in 2025, reflecting advertiser recognition of streaming platform performance capabilities. Programmatic transactions represented 75% of CTV spend in 2024, creating pressure for standardization that would enable the industry's "build once, serve everywhere" objective.

The six formats in the portfolio represent advertising executions that occur during content viewing rather than within traditional ad pods. Pause ads appear when viewers pause content using remote controls, displaying static or video creative in fullscreen or partial-screen formats. Menu ads integrate into smart TV user interfaces, appearing as headline banners or tiles within navigational menus on home screens. Squeezeback ads reduce content to 60% of screen size while displaying advertisements alongside, available in L-shape, frame, and double-box variations.

Overlay ads appear over content without interrupting playback, covering either 25% in a corner position or 30% across the bottom third of the screen. In-scene ads composite branded elements directly within content, typically as virtual out-of-home insertions on billboards visible in programming. Screensaver ads activate after defined periods of device inactivity, functioning similarly to pause ads but initiated by operating systems rather than user actions.

Each format specification defines creative types, aspect ratios, file submission requirements, audio guidelines, placement parameters, interactive capabilities, and duration standards. The guidelines establish 1920×1080 resolution as the standard creative size for fullscreen CTV executions, with 16:9 aspect ratio preferred across formats. Interactive components may include QR codes and remote control-based navigation, with the specifications recommending SIMID (Secure Interactive Media Interface Definition) implementation for standardized interactivity.

The specifications detail ready-to-serve video file requirements across four quality levels—low resolution (360p), medium resolution (576p), high resolution (720p), and ultra HD (1080p and above). Video target bitrates range from 500-700 kbps for low resolution to 2000-3500 kbps for ultra HD, though CTV vendors may request significantly higher bitrates reaching 10,000-30,000 kbps depending on platform requirements. The guidelines recommend H.265/HEVC, VP9, or AV1 codecs where possible, with H.264 as the baseline standard.

Mezzanine file specifications establish requirements for high-quality source files that publishers use for transcoding to specific platform needs. Recommended bitrates for mezzanine files reach 50 Mbps variable bitrate or 15-30 Mbps constant bitrate, with Apple ProRes codec preferred though file size constraints may necessitate alternatives. The specifications acknowledge that server-side ad insertion platforms commonly used for dynamic ad placement in CTV require mezzanine files to produce optimal quality across varied playback environments.

The guidelines incorporate sustainability considerations, noting that bitrate optimization directly impacts data transfer volumes and associated energy consumption. A 30-second advertisement encoded at 5 Mbps weighs approximately 19 MB, while reducing bitrate to 1.2 Mbps yields a 4.5 MB file with minimal noticeable quality loss on most devices. The specifications recommend advanced codecs like H.265/HEVC, VP9, or AV1 that achieve equivalent visual quality to H.264 while consuming 30-50% less data, though decoding energy requirements on end-user devices must be balanced against compression efficiency.

Audio specifications mandate AAC-LC or HE-AACv1 codecs at 128-192 kbps for AAC-LC and 64-128 kbps for HE-AACv1. Audio levels must conform to -24 LKFS (±2.0 dB) in the United States per ATSC A/85 standards, or -23 LUFS (±1.0) in the European Union per EBU R128 standards. Peak levels should not exceed -6 dB true peak. While the default execution for most formats excludes audio, publishers may signal audio requirements in bid requests for specific placements like squeezeback ads during sports content lulls.

The Ad Format Hero Task Force evaluated submissions through a multi-stage process, first grouping similar formats into categories then surveying the ecosystem to gauge buy-side and sell-side interest levels. The task force received over 100 survey responses from buyers, sellers, leaders, product managers, ad operations professionals, and marketers. Significant contributions came from companies including Castlabs, DirecTV Advertising, Disney, Freewheel, Fubo, Google, GumGum, InMobi, L'Oreal, Magnite, NBC Universal, Rembrand, smartclip Europe, The Trade Desk, Tubi, VideoStorm, and Yospace.

Two formats identified during the survey phase were consolidated before final publication. Immersive/extensible ads were determined to represent a feature applicable to most formats rather than a distinct format category, with implementation guidance incorporated into the interactivity section. Ad squeezeback ads, which place advertisements alongside content within video pod breaks, utilize existing in-stream mechanisms and did not require separate standardization.

The specifications address interactivity through SIMID support, which replaced the deprecated VPAID standard for rich interactive experiences. SIMID separates executable code from ad creative, enabling interaction tracking and event management without disrupting player operation. IAB Tech Lab released its VAST CTV Addendum in July 2024 to facilitate SIMID adoption across VAST 2 and VAST 3 implementations, providing non-breaking changes that enable interactive ads in environments previously limited to basic video playback.

QR code implementation follows two primary methods: advertisers may burn QR codes directly into creative prior to trafficking, or sell-side platforms may generate codes dynamically during ad assembly. Dynamic generation enables sell-side application of tracking parameters across various dimensions, though advertisers must provide scan URLs with video files when using this approach. QR codes can be made dynamic within SIMID-based interactive environments, allowing different codes based on consumer location or real-time URL modification to append device ID, session ID, or geolocation data.

The December 11 update to the Digital Video and CTV Ad Format Guidelines represents the document's first major revision since June 2022, when IAB Tech Lab introduced specifications accommodating higher resolution screens and interactive experiences. The 2022 update established baseline technical standards for creative files needed to serve ads across publishers, ad networks, exchanges, and server-side ad insertion platforms.

Key updates in the 2025 release include the six new CTV ad formats, best practices for interoperable interactivity, removal of non-linear submission guidelines, removal of legacy references to in-stream placements with redirection to established OpenRTB standards, and expansion of ready-to-serve format recommendations from three to four options with dedicated CTV/HD specifications.

The specifications integrate with existing IAB Tech Lab standards including OpenRTB for bid request signaling, VAST for ad serving, AdCOM for common object definitions, and SIMID for interactive advertising. The 'plcmt' attribute in OpenRTB's video object categorizes inventory into placement types, with detailed implementations available in the OpenRTB specification and examples in the Implementation Guide. Publishers signal format-specific requirements including duration, audio support, refresh rates, and autoplay behavior through bid requests.

Following the public comment period concluding January 31, 2026, IAB Tech Lab's Advanced TV Working Group and Programmatic Supply Chain Working Group will assess feedback and determine necessary updates to OpenRTB, VAST, AdCOM, and SIMID specifications for programmatic trading support. The organization scheduled these working group activities as part of its 2025 technical standards roadmap announced in January 2025.

The standardization effort coincides with operational challenges identified during IAB Tech Lab's August 2025 CTV Ad Ops Workshop, where professionals from Paramount, NBC, DirecTV, Samsung, Fox, Disney, and Yahoo examined infrastructure limitations. The workshop identified six critical technical barriers preventing connected TV advertising from reaching full programmatic potential, including inconsistent format specifications, fragmented creative ID systems, and measurement gaps.

Creative ID standardization progressed through IAB Tech Lab's Ad Creative ID Framework, which gained support from major registries including Ad-id.org in the United States, Auditel in Italy, ARPP in France, and Clearcast in the United Kingdom. The framework improves frequency capping, competitive separation, cross-platform measurement, and creative reconciliation by providing persistent identifiers for advertisements across delivery environments.

Industry adoption of standardized formats accelerated throughout 2025. Wunderkind launched programmatic CTV pause ads in July 2025 through partnership with OpenGlass.TV and PubMatic, demonstrating 79% cost reduction per store visit and 54% above-benchmark conversion rates during testing with Ulta Beauty. The implementation enabled addressable targeting through private marketplaces while integrating QR codes for direct consumer action pathways.

Performance measurement capabilities expanded as platforms addressed outcome tracking limitations that historically constrained CTV effectiveness. Teads launched CTV Performance in October 2025, introducing deterministic measurement tracking site visits, leads, and sales directly tied to connected TV exposure. The solution addressed measurement gaps that contributed to 32% of media professionals finding CTV advertising "not very effective" despite significant budget allocations.

IAB Tech Lab's October 2025 guide on Conversion APIs emphasized server-to-server data frameworks as essential for transforming CTV into an outcome-driven advertising channel. Survey data revealed 75% of publishers identify purchases as the most commonly implemented signal through CAPI, while 64% track views and 61% monitor add-to-cart actions. Two-thirds of advertisers reported improved return on advertising spend after CAPI implementation.

Contextual targeting advanced through scene-level capabilities that address signal loss in privacy-first environments. Viant's integration with Wurl in August 2025 made the demand-side platform the first to deliver scene-level contextual intelligence across connected television through BrandDiscovery technology and IRIS_ID classification. The implementation spans Wurl's premium free ad-supported streaming TV inventory across 55+ streamers with 95 billion monthly available impressions.

Traditional television infrastructure adapted to programmatic workflows as Comcast Advertising introduced biddable linear TV inventory through programmatic private marketplaces in October 2025. The solution provides access to more than 11 billion monthly impressions on premium linear inventory, powered by FreeWheel's Buyer Cloud technology. The development extends automated buying processes and detailed performance measurement previously limited to digital channels into broadcast television environments.

Streaming viewership reached historic milestones during 2025. Nielsen's July 2025 report indicated streaming officially eclipsed the combined share of broadcast and cable television for the first time, representing 44.8% of TV viewership in May 2025 while broadcast (20.1%) and cable (24.1%) combined totaled 44.2% of viewing. CTV represented 41% of total viewing time with more than 85% of US households streaming content.

The fragmentation across platforms created mounting complexity for advertisers managing reach, frequency, and measurement. Industry experts warned against treating CTV like display campaigns, identifying critical mistakes including running open-market campaigns without inventory curation, setting unrealistic CPM targets, using web-based measurement approaches, and underinvesting in creative development tailored to television viewing experiences.

IAB Tech Lab operates as a nonprofit research and development consortium producing global industry technical standards. The organization's mission focuses on reducing friction in the digital advertising and marketing supply chain while contributing to safe industry growth. Standards developed by IAB Tech Lab have provided the foundation for interoperability and growth in digital advertising for 18 years.

Stakeholders can access the Ad Format Guidelines for Digital Video and CTV through the IAB Tech Lab website, with feedback submissions accepted via email to support@iabtechlab.com through January 31, 2026. Organizations interested in participating in standards development can join the Advanced TV Working Group or Advanced TV Commit Group through membership@iabtechlab.com. The technical specifications will receive additional coverage at IAB Tech Lab's "I Want My CTV 2025: Stream Big or Go Home" event in New York on December 4, 2025.

Timeline

• October 22, 2024: IAB Tech Lab launches Ad Format Hero initiative to standardize CTV ad formats
• January 22, 2025: Submission deadline for Ad Format Hero candidate formats
• January 29, 2025: IAB Tech Lab unveils 2025 technical standards roadmap including CTV standardization priorities
• June 12, 2024: IAB Tech Lab announces Ad Creative ID Framework for CTV advertisements
• July 21, 2024: IAB Tech Lab releases VAST CTV Addendum 2024 standardizing ad IDs and interactive ads
• August 5, 2025: IAB Tech Lab CTV Ad Ops Workshop identifies six technical barriers
• October 30, 2025: IAB releases Conversion API guide for CTV outcome measurement
• December 11, 2025: IAB Tech Lab publishes CTV Ad Portfolio with six standardized formats
• January 31, 2026: Public comment period closes for CTV Ad Portfolio specifications

Summary

Who: IAB Tech Lab, the nonprofit digital advertising technical standards body, published the specifications with contributions from companies including Castlabs, DirecTV Advertising, Disney, Freewheel, Fubo, Google, GumGum, InMobi, L'Oreal, Magnite, NBC Universal, Rembrand, smartclip Europe, The Trade Desk, Tubi, VideoStorm, and Yospace. The Ad Format Hero Task Force developed the standards with oversight from the Advanced TV Commit Group.

What: IAB Tech Lab released the Ad Format Guidelines for Digital Video and CTV establishing technical specifications for six connected television ad formats: pause ads, menu ads, squeezeback formats, overlay ads, in-scene insertions, and screensaver ads. The 27-page specification details creative requirements, file formats, aspect ratios, bitrates, audio standards, interactivity guidelines, and implementation practices.

When: The specifications were published December 11, 2025, with a public comment period extending through January 31, 2026. The standardization initiative began in 2024 through the Ad Format Hero program, which collected over 100 format submissions from more than 40 companies before narrowing to the final six formats.

Where: The formats apply across connected television environments including smart TVs, streaming devices, and CTV platforms. Implementation will occur through programmatic infrastructure including demand-side platforms, supply-side platforms, and server-side ad insertion systems serving advertisements to streaming content viewers globally.

Why: The standardization addresses fragmentation preventing programmatic scalability in CTV advertising, where proprietary format implementations created significant overhead for advertisers executing campaigns across platforms. With CTV advertising spending approaching $33.35 billion in 2025 and programmatic transactions representing 75% of spend, consistent specifications enable the "build once, serve everywhere" objective that reduces creative development costs and improves campaign efficiency across the streaming ecosystem.