CTV is gaining traction among media buyers. There are several reasons for that, including access to quality video environments in the digital space, benefiting from the advantages of the TV set on co-viewing and brand KPIs, and complementing a linear TV activation, among others. However, transparency and quality assurance in outcomes measurement remain major hurdles. Only 30% of advertisers and publishers have full visibility into ad placements, and less than half use quality verification*. Additionally, 27% lack consistent insight into brand suitability, underscoring the need for stronger safeguards and standards.
This document presents a Framework of metrics and standard definitions for Connected TV (CTV) campaigns. Developed in collaboration with buy-side and sell-side stakeholders and shaped through industry workshops and a public comment period, the Framework reflects input from leading companies including Amazon Ads, EGTA, Freewheel, IAB UK, MFE ProSiebenSat1, Pubitalia, RMB Belgium, RTÉ, and Samsung Ads. It introduces a unified set of metrics and definitions designed to drive consistency, comparability, and accountability across CTV, alongside a set of Transparency Principles that set out baseline expectations for how those metrics should be disclosed and reported.
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