IAB Tech Lab has created technology, standards and initiatives that have helped scale video environments to become the fastest growing sector of digital ad spend in 2021. However, the ways in which consumers are viewing video content is fast changing, the lines between digital video and TV are becoming increasingly blurred, and with this, our advertising systems need to advance at the same pace as consumers, ensuring that ad experiences across all video and TV environments are as consistent, and as seamless as possible. To help the industry navigate these challenges, IAB Tech Lab has launched the Advanced TV initiative to develop comprehensive foundations for TV advertising technology and standards.