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Ad format Hero initiative from IAB Tech Lab

The growth of CTV and Streaming TV has resulted in many ad formats being introduced in CTV advertising; some of which are linear/ broadcast tv formats being ported over such as picture-in-picture or rollback ads and some are net new, like pause screen ads and shoppable video, which can only be delivered in CTV environments. Without standardization it is very difficult to scale adoption and delivery of these ad formats. Creating standard ways to describe the environment around the ad and how to deliver them benefits advertisers and publishers that would like to implement the ad format using programmatic pipes to serve the ads. This standardization is the goal of IAB Tech Lab’s Ad Format Hero initiative.

Ad Format Hero Submissions are now Closed

Submissions for Ad Format Hero are now closed. We received over 100 real-world CTV-focused Ad Format submissions during the open window of October 22, 2024 to January 31, 2025. A huge thank you to everyone who submitted.

Stay tuned for updates from the Task Force at the IAB NewFronts in May when the results of their work and the “winning” formats will be unveiled. To get involved in the standardization process, please consider joining the Advanced TV or Programmatic Supply Chain Working Groups. If you would like to join those groups please email techlab@iabtechlab.com.

Ad Format Hero Submission FAQ

Did I have to be a Tech Lab member to submit my ad format?
NOPE! All were welcome and encouraged to submit their ad formats

I think other companies may have submitted this format?
We still encouraged submissions since there may be slight differences and the more examples we get the more comprehensive our work will be.

My format isn’t only for CTV experiences, should I still submit it?
Yes please! While this initiative is focused on CTV environments, being able to run them elsewhere does not preclude them from consideration.

What if someone from my organization may already have submitted?
That’s ok. We will dedupe them.

What shouldn’t I submit?
We encourage you to NOT to submit Ad units that:

  • Are bespoke to your company or fully native to your environment
  • Are not actively bringing in revenue
  • Are not CTV focused
  • Already standardized