IAB Europe Publishes New Measurement Standards for Connected TV
· 1h ago · Originally reported by marketingreport.one
IAB Europe has released new measurement standards for connected TV advertising. No further details were provided in the source excerpt.
Why it matters
Standardized measurement helps advertisers compare performance across CTV platforms and spend with more confidence, a critical step as CTV ad budgets keep growing.
Explain it like I’m new here
It's like agreeing on a single way to measure ingredients when every cookbook uses different cups and spoons — now everyone in Europe's CTV ads speaks the same measurement language.
Read the original at marketingreport.one
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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