Connected TV (CTV) Measurement Framework and Transparency Principles

As CTV investment grows across Europe, consistent, transparent measurement is increasingly important for buyers, sellers, and measurement providers.

IAB Europe’s Connected TV (CTV) Measurement Framework and Transparency Principles provide a common structure for measuring CTV campaigns, bringing together shared metric definitions with clear expectations for how those metrics should be disclosed and reported.

Developed with stakeholders from across the CTV ecosystem and refined through industry workshops and public consultation, the Framework is designed to support greater consistency, comparability and transparency in CTV measurement across Europe.

What Does the Framework Cover?

The Framework sets out how key CTV metrics connect and build on one another across three areas:

• Foundational delivery metrics, including ad impressions, invalid traffic, TV-off detection and viewability
• Exposure and audience metrics, including completion rates, reach and content-level information
• Performance and outcome metrics, including conversions, ROAS, incrementality, brand uplift and attention

It also introduces five Transparency Principles covering standards-aligned definitions, measurement limitations, data collection, device power state and granular reporting.

Together, the Framework and Principles provide buyers, sellers and measurement providers with a clearer common reference point for understanding how CTV metrics are constructed, reported and interpreted.

The Framework builds on IAB Europe’s Digital Video Framework and Glossary and applies across digital video environments, including broadcasters, streaming services and digital-first platforms.

Developed With the Industry

The final Framework was developed with input from Amazon Ads, EGTA, FreeWheel, IAB UK, MFE, ProSiebenSat.1, Pubitalia, RMB Belgium, RTÉ and Samsung Ads.

View the press release here.