Published: May 6, 2026
In partnership with the WFA, IAB Tech Lab has prepared a guide to what Ad Buyers should consider asking their Streaming and CTV Providers. CTV is growing up thanks to new standards and specifications that enable efficient and trustworthy transacting on new and innovative ad formats, devices and performance-based buying. This guide covers the standards you need your providers to be using, from OM SDK to the Forecasting API, and the accurate signaling of what constitutes “live”. (Yes. It’s more complicated than you may think).
You can read and download the guide below.