IAB Tech Lab has announced the release of a comprehensive Connected TV (CTV) Ad Format Portfolio, accompanied by an updated Guide to Programmatic CTV, in a move aimed at bringing greater consistency and clarity to the rapidly expanding CTV advertising ecosystem. Both documents are now open for public feedback, with the comment period running until 31 January 2026.
The newly launched CTV Ad Portfolio identifies six core ad formats-Pause, Menu, Screensaver, In-Scene, Squeeze Backs, and Overlays. These formats are the result of more than 100 industry submissions collected through the Ad Format Hero initiative, which invited real-world examples of how CTV ads are currently being deployed. The objective is to create a shared framework for CTV advertising, similar to how the Digital Ad Portfolio helped standardize display advertising within OpenRTB.
Alongside the portfolio, the updated Guide to Programmatic CTV provides detailed technical guidance to ensure these formats can be bought and sold more efficiently through programmatic channels. Notably, the guide includes revised OpenRTB support for Pause and Menu ads-formats that were prioritized by the industry working group due to their increasing adoption.
According to IAB Tech Lab, inconsistent implementation of CTV ad formats across platforms has led to creative rendering issues, duplicated production efforts, and operational inefficiencies. By standardising definitions and required attributes, the organisation aims to reduce complexity and improve scalability for publishers, advertisers, and technology platforms.
Industry leaders have welcomed the initiative, emphasising that clear, interoperable standards will make it easier to scale innovative CTV ad experiences across platforms and buying channels. Overall, the release signals a significant step toward a more unified, efficient, and mature CTV advertising marketplace.
