IAB Tech Lab Seeks Cross-Platform TV Ad Framework

Digital advertising body IAB Tech Lab has launched an initiative aiming to provide structure and standards for ad buying across all TV formats / platforms, including the development of video watermark technology and open-source, auditable measurability for tracking ad creative.

Comprised of more than 700 member organizations, the non-profit Lab is part of trade association the IAB (Interactive Advertising Bureau), and is tasked with producing and helping companies implement global technical standards and solutions for the digital media and ad industries.

The new Advanced Television initiative lists objectives including the creation of a structure for streamlined and normalized reconciliation of TV buys across CTV, linear and broadcast environments; the setting of a common technical framework for audience interoperability, universal addressability, and cross-environment frequency capping; further development of anti-fraud measures and more accurate determination of viewability; and setting ground rules for 'an impression-based TV market and universal ad break management using frame-accurate ad break signaling'.

The initiative will make use of A/335 Video Watermark Technology, which is based on already developed ATSC 3.0 standards and can be used for viewability verification as well as frame-accurate ad replacement to increase addressable inventory in linear media. The Lab says it will also explore how an open standardized video watermark can enhance the use of current technologies like SCTE, ACR, OMSDK, and VAST across all TV delivery modes and all types of devices.

CEO Anthony Katsur (pictured) comments: 'The TV advertising delivery, distribution and measurement landscape is fragmented, creating significant friction within the supply chain. Just like consumers want a seamless viewing experience across streaming and traditional viewing methods, buyers want to be able to buy, measure, and reconcile in a holistic, transparent, and consistent way across all television environments. At Tech Lab, we have spent the last year analyzing converging use cases between legacy and connected television, getting educated on technical standards across environments, and understanding the trajectory of TV viewing and media investment. We're confident this initiative will shepherd television buyers and sellers into the future'.

Details are available from membership@iabtechlab.com or by visiting www.iabtechlab.com/advancedTV .