Mumbai: IAB Tech Lab, a digital advertising technical standards-setting body, has launched its latest initiative, “Ad Format Idol,” aimed at standardizing emerging Connected TV (CTV) ad formats. This project seeks to define and standardize common ad formats in CTV environments, enabling efficient programmatic transactions and broader industry adoption with ‘build once, serve everywhere’ ad formats.
“CTV is experiencing explosive growth, but we’re still in the early innings of figuring out how to make it work at scale,” said Anthony Katsur, CEO of IAB Tech Lab. “The industry is full of new ad formats that show promise but lack the technical standards to take off. ‘Ad Format Idol’ is about cutting through the noise, finding what works, and giving it the structure needed to thrive. As we have done for early web advertising and with digital video, we want to set up the whole CTV ecosystem to succeed.”
A new report from IAB, titled “IAB CTV Video Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation,” highlights the rapid growth of new ad formats in the CTV space and emphasizes the urgent need for standardization to support scalability and programmatic growth. Addressing these findings, IAB Tech Lab’s “Ad Format Idol” initiative aims to standardize the accurate description of emerging CTV ad formats in the bidstream, ensuring that all parties can deliver those ads at scale. This will enhance industry-wide efficiency and set the category up for success.
“Our latest report shows the industry is buzzing with creative ad formats, but scaling them across platforms remains a significant challenge,” said Cintia Gabilan, VP, Media Center, IAB. “With 75% of CTV spend being transacted programmatically, advertisers need standardization to scale investments and enhance buying efficiency. ‘Ad Format Idol’ is set to address that. This initiative will help overcome fragmentation and ensure these formats can thrive across the CTV ecosystem.”
The “Ad Format Idol” initiative invites stakeholders across the digital advertising ecosystem to submit their most successful CTV ad formats for consideration between October 22 and January 22, 2025. Entries will be evaluated by a Task Force appointed by Tech Lab’s Advanced TV Commit Group. Upon completion, Tech Lab’s Advanced TV and Programmatic Supply Chain Working Groups will work to update their respective specifications.
As the number of CTV ad formats continues to grow—drawing inspiration from traditional linear TV while innovating for the streaming experience—various new ad experiences are being tested in CTV environments. Examples include picture-in-picture ads, pause screen ads, shoppable ads, and “brand bugs,” among others. Standardization will be crucial for ensuring efficiency and scalability in delivering these experiences; without it, advertisers and publishers could face significant challenges in maintaining effectiveness across platforms.
“We’re looking for ad formats that have real potential to scale across different channels and streaming services, transforming the advertising experience on CTV,” said Ken Weiner, Chief Technology Officer at GumGum and Board Director at IAB Tech Lab. “This initiative is about identifying the ad formats that can navigate complexity and enhance the way advertisers engage with audiences. If you’re working with a relatively common or templatized CTV ad format, we want to see it and help it grow into something that can benefit the entire industry.”
“Ad Format Idol” will be showcased at key industry events, beginning with Tech Lab’s International Summit in London on November 5, 2024, and Tech Lab’s “I Want My CTV” event on December 5, 2024, in New York City. These events will provide participants the opportunity to see the ad formats in action. The initiative will also be highlighted during critical milestones in 2025, including the IAB’s Annual Leadership Meeting (ALM) in February and the IAB NewFronts in the spring.
For more information on how to participate in “Ad Format Idol” and to submit entries, please click here.
