The portfolio includes six core ad formats for connected TV: Pause, Menu, Screensaver, In Scene, Squeezebacks and Overlays. These are distilled from more than 100 real-world submissions collected through the industry-wide ‘Ad Format Hero’ initiative.
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IAB Tech Lab has also updated its programmatic CTV guidelines, with practical advice on how to handle these ad types more efficiently. The update includes improved OpenRTB support, with a focus on the two formats prioritized by an industry working group: Pause and Menu.
Both documents are now open for public comment through January 31. Go here to have your say.
Need for a common language
“Over the past year, we have seen the CTV market explode and the industry has been asking for clear, practical guidance on how to keep pace,” said Anthony Katsur, CEO of IAB Tech Lab, in a statement. “What we heard again and again was that publishers, buyers and platforms needed a common language for emerging CTV formats and a way to streamline the way these formats are marketed.”
That common language is becoming increasingly urgent. CTV and streaming now account for the majority of TV viewing in the US, and with that shift comes greater demand for scalable, non-disruptive ad formats that fit the medium. Many of the defined formats (particularly Pause and Menu) offer high-quality inventory outside of traditional ad breaks.
By standardizing definitions and technical requirements, the guideline aims to minimize creative errors, reduce production redundancies and alleviate operational headaches caused by inconsistent implementations.
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This level of standardization mirrors what IAB Tech Lab has achieved with its original Digital Ad Portfolio for display advertising, and the industry response has been enthusiastic so far.
“Interoperability is essential to unlocking the full potential of CTV,” Gianluca Milano, head of ad experience product at Disney, said in a statement. “These new standards will benefit the entire ecosystem by creating a consistent framework for advanced ad formats that scale across platforms and purchasing channels.”
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