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CTV: Connected Television and Cross Media Video

CTV offers an enormous opportunity for growth and increased spend into our industry, the work that Tech Lab is doing is pivotal to ensuring we capitalize on this opportunity by making the transition of spend from linear TV to CTV as seamless as possible. To achieve this our work and standards in this space aim to align CTV ad buying with the way traditional TV advertising is bought and sold, with the added benefit of flexibility enabled by digital real-time ad bidding.

Standards, Specifications & Guidelines

Working Groups