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Digital Video And CTV Ad Format Guidelines

Last updated: January 15, 2024

The digital video marketplace continues to diversify and increase in complexity. From the players embedded on websites, to varied screen sizes of mobile devices, and to the increasingly high resolutions of connected TVs, developing ad creatives that can play cross-screen has become more challenging.

Released September 2022, the updated Digital Video and CTV Ad Format Guidelines aims to address this challenge by bringing more standardization of ad formats to the industry. The specifications outline details like file size, resolution, bitrate, colorspace, and other technical specifications for common players and TV ratios; and  also provides guidance on generating the multiple files needed to help improve “intelligent” creative selection in programmatic cross-screen placement.