IAB Europe Releases Connected TV Measurement Framework and Transparency Principles
· 9h ago · Originally reported by ExchangeWire
IAB Europe has published its final Connected TV (CTV) Measurement Framework and Transparency Principles after gathering industry feedback. The framework aims to standardize how CTV advertising is measured and reported across the European market.
Why it matters
Standardized measurement and transparency are crucial for building trust and enabling fair competition in the rapidly growing CTV advertising sector.
Explain it like I’m new here
It's like everyone in a school agreeing on the same rules for scoring a game, so it's fair and clear for all players.
Read the original at ExchangeWire
Terms in this story
IAB (Interactive Advertising Bureau)
The IAB (Interactive Advertising Bureau) is the US-based trade association for the digital advertising and media industry, founded in 1996, which publishes research, guidelines and policy positions.
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
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