Lauren WakefieldConnected TV (CTV) is entering a phase of sophistication and scale, but the industry must address transparency and measurement standards to sustain investment confidence. CTV is gaining traction among media buyers, and while it offers scalable access to premium programming and extends linear TV reach, transparency and quality assurance in outcomes measurement are becoming a central debate point for advertisers and publishers alike.
This overview sets out the challenge from both the buy‑side and sell‑side perspectives, along with the steps IAB Europe is taking to help the industry address it.
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