IAB Tech Lab’s New CTV Ad Formats & Programmatic Guidance — What Operators Need to Know (Dec 2025)
IAB Tech Lab CTV Ad Portfolio and Programmatic Guidance: Key Insights for OperatorsStakes and OutcomeCTV (Connected TV) now represents the majority of U.S. TV viewing. However, CTV ad execution remains fragmented, with inconsistent formats, creative errors, and operational inefficiencies. This