IAB Europe Releases Enhanced Measurement Standards for Connected TV
· 2h ago · Originally reported by TheDesk.net
IAB Europe has introduced a more rigorous framework for measuring advertising on connected TV (CTV) platforms. The updated guidelines aim to improve consistency and reliability in how CTV ad performance is tracked and reported across the industry.
Why it matters
Clear and standardized measurement is crucial for advertisers and publishers to accurately assess the effectiveness of CTV campaigns and ensure fair value exchange.
Explain it like I’m new here
It's like making sure everyone uses the same ruler to measure how well TV ads work on streaming services.
Read the original at TheDesk.net
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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