IAB Europe Launches CTV Measurement Framework & Transparency Principles
IAB Europe6h ago·1 min readAdvertising
AI Summary
IAB Europe has released a new Connected TV (CTV) Measurement Framework and Transparency Principles to standardize CTV reporting across Europe. This framework establishes common metrics and disclosure expectations, aiming to improve consistency, comparability, and accountability in CTV campaign measurement.
⚡ Marketer Insight
The push for standardized CTV measurement and transparency signals a maturing programmatic landscape. As AI increasingly optimizes ad delivery, clear, consistent data is crucial for verifying performance and ensuring accountability across complex CTV buys.
#ctv#programmatic advertising#measurement#transparency
Original article
IAB Europe