CTV Ad Portfolio Aims to Improve Flexibility in Streaming Ad Breaks
· 18h ago · Originally reported by IAB Tech Lab
Aviram Sharon from InTheGame discusses how the CTV Ad Portfolio offers new options for structuring ad breaks in streaming environments. The approach is designed to help streaming services keep viewers engaged by making ad experiences less disruptive.
Why it matters
As streaming platforms compete for viewers, optimizing ad breaks can help reduce audience drop-off and improve ad effectiveness. Flexible ad formats are increasingly important for both advertisers and publishers in the connected TV space.
Explain it like I’m new here
It's like letting TV shows pick the best time and way to show ads so people don't get annoyed and leave.
Read the original at IAB Tech Lab
Terms in this story
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Ad pod
An ad pod is a group of video ads played back to back in a single ad break, like a traditional TV commercial break, common in CTV and long-form streaming.
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.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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