IAB Tech Lab launches Advanced TV Initiative

IAB Tech Lab has unveiled its new Advanced TV Initiative.

Developed within the Advanced TV Commit Group, the initiative is set to bridge the gap between traditional linear TV, digital video, and live streaming.

Initially, the Commit Group’s primary focus is implementing a creative ID framework and conducting a dedicated workshop. This registered creative ID – overseen by organisations managing metadata and access controls – will outline the integration process for all supply chain members.

Additionally, it will include essential information about advertisers, represented products, and technical specifications – details crucial to various ad placement scenarios such as frequency capping, competitive separation, measurement, and cross-platform creative reconciliation.

Shailley Singh, EVP of Product and COO, IAB Tech Lab, said, “We understand that interoperability across distribution environments is critical to achieving better reconciliation, auditability, and verification. This effort emphasises standardisation and interoperability, paving the way for a unified and integrated television advertising reconciliation framework, freeing up thousands of hours of legacy inefficiencies, and saving media companies time and money.”

Ryan McConville, EVP, Advertising, Platforms and Operations, NBCUniversal Advertising and Partnerships and IAB Tech Lab Board Member, said, “NBCUniversal’s north star is making sure our partners’ marketing dollars are as effective as they can be . The Commit Group is making significant strides advancing standardisation and interoperability for the industry, which are critical components of driving efficiency and creating better, more impactful advertising.”

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