IAB Europe Connected TV (CTV) Measurement Framework and Transparency Principles - Open for Public Comment

CTV investment is accelerating rapidly, fuelled by 24.5% growth in video display driven by SVOD and BVOD formats. Yet concerns around visibility and measurement quality persist. Today, only 30% of advertisers and publishers report full visibility into where ads run, while fewer than half use quality verification tools. Meanwhile, 27% of stakeholders lack consistent insight into brand suitability, highlighting a clear need for industry-wide standards.

To address these challenges, IAB Europe’s CTV Working Group has developed a CTV Measurement Framework and Transparency Principles.

Built in collaboration with buy-side and sell-side stakeholders, and shaped through industry workshops with leading companies, including Amazon Ads, EGTA, Freewheel, Google, IAB UK, MFE ProSiebenSat1, Pubitalia, RMB Belgium, RTÉ, Samsung Ads and YouTube, the Framework introduces a unified set of metrics and definitions to drive consistency, comparability, and accountability across CTV.

It covers:

• Media metrics: including ad impressions, viewability, and video completion rate
• Performance metrics: including, incrementality, ROAS, and attention

Open for Public Comment

We are now inviting feedback from across the ecosystem, including advertisers, agencies, publishers, ad tech companies, and measurement providers.

The public comment period is open until 12th June 2026.

Read the press release here, review the Framework below and share your feedback with Marie-Clare at puffett [at] iabeurope.eu.