IAB Tech Lab, a non-profit creating standards for digital advertising, has launched "Ad Format Idol," a new initiative to standardize emerging CTV ad formats to enable efficient programmatic transactions and wider industry adoption.
The program invites sell-side players to submit their successful CTV ad formats between now and 22 January 2025. A task force from Tech Lab's Advanced TV Commit Group will evaluate the submissions.
The initiative addresses the current challenge where similar ad formats (such as pause ads, scrollable carousel ads, and binge ads) lack standardization across different streaming services, making it difficult to run scaled campaigns.
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