Our Senior Director of Industry Development & Marketing, Marie-Clare Puffett, shares why measurement and transparency in CTV are so important and how stakeholders across the ecosystem can help shape a common framework for the future of CTV measurement.
According to IAB Europe’s 2026 Attitudes to Digital Advertising report, Connected TV (CTV) leads future growth expectations, with nearly seven in ten respondents identifying it as the industry’s top growth opportunity, ahead of both AI and Retail & Commerce Media.
That momentum reflects the growing importance of streaming and premium video environments within modern media strategies. Advertisers are increasingly investing in CTV because it combines the impact of television with the targeting and flexibility of digital.
But while CTV continues to grow rapidly, measurement consistency and transparency have not kept pace.
Today, advertisers, agencies, publishers, and tech providers often work with different definitions, methodologies, and reporting standards across the ecosystem. Metrics such as impressions, reach, completion rates, and outcomes can vary significantly depending on the platform or partner being used. This fragmentation creates operational complexity, limits comparability, and ultimately impacts trust.
That’s why industry collaboration around standardised measurement frameworks has become so important.
IAB Europe’s CTV Measurement Framework and Transparency Principles aim to address these challenges by helping establish a common foundation for how CTV advertising is measured and reported across the European market.
The framework focuses on two critical areas: measurement consistency and transparency.
Why Transparency Matters
Transparency is increasingly essential as advertisers demand greater visibility into where ads run, how inventory is sourced, what methodologies are used, and how campaign performance is calculated.
Without clear standards and shared expectations, it becomes harder for buyers to compare performance, optimise investment, and scale campaigns confidently across the ecosystem.
At the same time, common measurement standards help reduce inefficiencies across the supply chain. Agencies spend less time reconciling inconsistent reports, publishers can communicate value more clearly, and advertisers gain greater confidence in the channel.
Greater transparency also helps create a more accountable and sustainable ecosystem as CTV continues to mature. Establishing shared expectations around measurement and reporting will be critical to supporting long-term growth and unlocking greater investment across the market.
Importantly, the framework is not designed to limit innovation. Instead, it aims to create a shared baseline that supports collaboration, interoperability, and sustainable growth as the CTV market continues to mature.
As CTV develops into a core part of media strategies, building trust through transparency and standardisation will be critical to unlocking its full potential for advertisers, publishers, broadcasters, streaming platforms, and technology providers alike.
Industry collaboration will play a key role in ensuring the ecosystem develops in ways that deliver greater consistency, accountability, and confidence across the supply chain.
We recently launched our CTV Measurement Framework and Transparency Principles for public comment, inviting stakeholders from across the ecosystem to help shape the future of CTV measurement in Europe.
The consultation is an important opportunity for the industry to provide feedback, contribute expertise, and help ensure the framework reflects the needs of buyers, sellers, broadcasters, streaming platforms, ad tech providers, and measurement companies alike.
You can review the framework and submit feedback before the consultation closes on 12th June here.
To learn more about our CTV work and how you can get involved, please contact our Senior Director of Industry Development & Marketing, Marie-Clare Puffett at puffett [at] iabeurope.eu.
