IAB Tech Lab, the global digital advertising technical standards-setting body, is working to set standards for connected TV ad formats with Ad Format Idol. This new initiative seeks to define and standardize common ad formats in CTV environments as a way to encourage broader CTV adoption and make programmatic transactions more efficient.

Anthony Katsur, CEO of IAB Tech Lab, says CTV is experiencing explosive growth but the industry needs to figure out how to make it work at scale. “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 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.”

In its new report, IAB CTV Video Ad Format Landscape: How Standardization Can Drive Programmatic Growth and Innovation, IAB Tech Lab highlights the urgent need for standardization to support scalability and programmatic growth. The initiative aims to standardize how to accurately describe emerging CTV ad formats in the bidstream and ensure all parties have what they need to deliver those ads at scale.

Findings in the report include that, although innovation is expanding, it is fragmented, noting that 15 ad formats are accepted by over 40% of providers. While 75% of CTV inventory is bought programmatically, most innovative formats (92%) are sold via direct sales. In addition, commerce integration is also rising, with 60% of respondents adopting interactive, shoppable ads.

Cintia Gabilan, VP at Media Center IAB, says, “With 75% of CTV spend being transacted in programmatic already, advertisers need standardization to scale investments and buying efficiency, and Ad Format Idol is set to address that. This initiative will help overcome fragmentation and ensure these formats can thrive across the CTV ecosystem.”

Ad Format Idol invites the industry to submit their most successful CTV ad formats for consideration between October 22 and January 22, 2025. The entries will be evaluated by a task force appointed by Tech Lab’s Advanced TV Commit Group. Once complete, Tech Lab’s Advanced TV and Programmatic Supply Chain Working Groups will begin work to update their respective specification(s).

This new initiative will be showcased at industry events, beginning with Tech Lab’s International Summit in London on November 5 and the I Want My CTV event on December 5 in New York City.