IAB Tech Lab Advanced TV Commit Group

The Advanced TV Commit group tackles some of the most critical challenges in shaping the future of Advanced TV advertising. Their work spans the full spectrum—from traditional linear TV to the evolving world of digital streaming video and CTV, including FAST, SVOD, AVOD, MVPD, and live streaming. The group is also at the forefront of the rise of new TV media networks, led by OEMs and streaming-only platforms. Their focus is on crafting innovative, interoperable standards and technology solutions that will drive these advancements forward.

We are seeking participation from TV networks, TV hardware companies (OEMs), AVOD and FAST channels, ad tech companies that serve ads in the TV space or support TV program providers, as well as brands and advertisers.

The Commit Group meets bi-weekly on Wednesdays at 12 PM ET and is led by Raymond Holton. To join the Advanced TV Commit Group, please fill out the form below or email membership@iabtechlab.com.

Our Role in Action

Identify and prioritize top challenges to unlock growth and efficiency in Advanced TV advertising over Connected televisions (CTV)

Lead the implementation of Advanced TV advertising standards and technology and provide guidance for adoption to the industry

Drive the development of the Advanced TV advertising roadmap identifying work streams that define the solutions for interoperable modern TV advertising technology

Champion and support development of open source software, reference implementations and utility tools for enabling scalable adoption of standards and technology foundations

Join the Advanced TV Commit Group

The company you'll keep

Standards and Guidelines We Oversee

The groups operating under the oversight of the Advanced TV Commit Group are responsible for developing a variety of standards, guidelines, and other deliverables that contribute to the Advanced TV product pillar.

The challenges we seek to solve fall under

Buying Efficiencies: Standardizing ad formats that drive value for advertisers in the CTV ecosystem, creating the same efficiencies that fuel growth on the open web.
Universal Reconciliation: Developing a framework and mechanisms for the seamless reconciliation of TV buys across CTV, linear, and broadcast environments.
Full Auditability: Creating open-source measurability for tracking ad creatives across all platforms.
Interoperability: Establishing a standardized token to enable audience interoperability and addressability.
Improved Ad Validation: Advancing CTV anti-fraud measures and impression verification to more accurately account for viewability.

Working Groups We Oversee

As part of its mandate, the Advanced TV Commit Group oversees all specifications, standards, guidelines, taxonomies, and software outlined in the charters of the working groups listed below.