IAB Tech Lab has announced updates to its technical specifications to support standardised signalling for the CTV Ad Portfolio, with the framework now open for public comment until 5 June 2026. The new release is intended to improve how emerging connected TV advertising formats are communicated programmatically across the digital advertising ecosystem.
The updated specification introduces standardised signalling for newer CTV ad formats including Pause Ads and Menu Ads, alongside other non-interruptive formats such as Overlay Ads and Squeeze Back Ads. The move is designed to improve consistency in programmatic transactions, reduce manual intervention and create greater operational clarity for buyers and sellers.
According to IAB Tech Lab, while these formats have attracted interest across the industry, transactions have remained largely manual due to the absence of common definitions and workflows within programmatic systems. The latest release aims to address this gap by aligning signalling standards across core specifications, enabling ad formats to be consistently identified within bid streams and ad-serving environments.
Anthony Katsur, CEO, IAB Tech Lab, said, “Standard formats are only part of the equation. You need a clear way to signal what is actually being bought and sold. This work helps the market move faster with more confidence, especially as new CTV formats gain traction. The CTV Ad Portfolio provides new real estate, which promises to help accelerate growth in the streaming ecosystem and provide high-profile consumer engagement opportunities for brands.”
The organisation stated that the standardised signals are expected to simplify configuration and delivery processes for CTV advertising while reducing ambiguity in transactions. Buyers will gain improved visibility into the inventory being purchased, while sellers will be able to package and scale emerging ad inventory more efficiently. The framework is also expected to support monetisation opportunities for streaming inventory and improve confidence across the programmatic supply chain.
Industry stakeholders supporting the initiative highlighted the role of standardisation in expanding programmatic adoption for newer ad formats.
Ken Weiner, CTO, GumGum, said, “These formats represent meaningful new inventory, but they need to be easy to transact. Standardization helps remove friction so we can bring more of this inventory into programmatic channels and accelerate revenue growth.”
Christian Babeux, lead product manager, ads & data, Telly, added, “The next wave of CTV formats is shifting how we think about advertising from isolated moments to ongoing consumer engagement. Standardization and signaling is what makes that shift scalable, giving the industry a common language to transact more easily and deliver the performance advertisers expect on the biggest screen in the home.”
The initiative was developed through the Ad Format Hero Task Force in consultation with the Advanced TV Working Group and the Programmatic Supply Chain Working Group. IAB Tech Lab said public comments will help shape the final framework before implementation. The organisation also plans to continue collaborating with industry members on specification updates and adoption support.
Established in 2014, IAB Tech Lab operates as a non-profit consortium focused on developing standards and technologies for the digital media and advertising ecosystem. Its work spans programmatic advertising, brand safety, identity and privacy frameworks, ad measurement, AI-related advertising initiatives and anti-fraud protocols.
