Observed Signal · Jun 3, 2026 · Product Launch · Source: VideoWeek · Impact: 3/5 · Sentiment: Negative
CTV Publishers Resist Standardising Emerging Ad Formats
Publishers’ desire to keep unique user experiences is slowing industry-wide scale for emerging Connected TV (CTV) ad formats, according to VideoWeek. The IAB Tech Lab’s 2024 Ad Format Hero received more than 100 format submissions, yet fragmentation persists as publishers prefer bespoke UI/OS-native implementations. Jason Higgins, Co‑Founder & CEO of OpenGlass TV, says his company is building a supply-side platform (SSP) to translate publisher- and platform-specific specs and enable programmatic buying and selling of advanced CTV experiences — initially pause ads and programmatic home-screen placements, with squeezeback, L-bars and side-by-sides planned. OpenGlass is also developing AI to repurpose standard 15–30s creatives into dynamic formats. The article argues that lack of standardisation and publishers’ appetite for differentiation constrains scaling and programmatic spend across CTV, even as brands and platforms (e.g., Roku) expand home-screen ad opportunities.
The piece highlights structural friction — fragmentation and lack of standardisation — that hampers programmatic scale in CTV; OpenGlass TV’s SSP and AI-driven creative adaptation could materially affect how advanced CTV formats are bought/sold, but broader publisher alignment is required for industry-wide impact.
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Key Takeaways & Evidence Grounding
- IAB Tech Lab’s Ad Format Hero (launched 2024) received more than 100 different CTV ad formats for consideration.
- Netflix and Warner Bros. Discovery introduced programmatic pause ads following earlier moves by Amazon and NBCUniversal.
- OpenGlass TV is building a supply-side platform (SSP) to buy and sell advanced CTV formats programmatically, initially supporting pause ads and programmatic home-screen placements.
- OpenGlass plans to launch squeezeback, L-bars and side-by-side formats later in the month and is developing AI to convert 15–30 second CTV ads into advanced formats.
- Roku reported that 30% of its Q1 ad revenues came from non-media-and-entertainment advertisers; ITV trialled split-screen ads during the Six Nations and will not use the format during the FIFA World Cup.
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CTV Ad Formats Standardized: A New Era Begins
IAB Tech Lab's Ad Format Hero initiative standardized CTV ad formats after a year-long industry effort. More than 40 companies submitted well over 100 format examples; an Ad Format Hero Task Force grouped submissions, surveyed buyers and sellers, and narrowed the field from eight candidate formats to six final formats published as the CTV Ad Portfolio. Two candidate formats were consolidated: Immersive/Extensible Ads was treated as a feature (largely supported by SIMID) rather than a standalone format, and Ad Squeeze Back was considered an existing in-stream pod slot. The CTV Ad Portfolio and an updated CTV Programmatic Guide were published on December 11, 2025 and opened for public comment through January 31, 2026. Further work is planned to update OpenRTB, VAST, AdCOM, and SIMID signaling to enable full programmatic trading.
CTV Ad Ops Matures into Repeatable Operations
IAB Tech Lab reported at its 2026 Ad Ops Workshop for Advanced TV that Connected TV (CTV) has reached scale (projected at $29.3B in U.S. spend for 2026) and needs more mature, repeatable operating infrastructure. The workshop highlighted finalized CTV Ad Portfolio guidance (six ad formats), two delivery paths using OpenRTB/VAST and the Native API, tools and APIs for earlier creative approval and validation (Ad Management API, Next‑Gen VAST Tester), and standards for event reporting and creative identity (ECAPI, ACIF, UniversalAdID). Attendee polls showed meaningful early adoption intentions but also identified organizational and data-access barriers to measurement and identity. The Tech Lab emphasized that publishing standards is only the start — real value requires broad implementation, governance, and partner participation.
Interactive CTV Ads: From Concept to Game-Changer
Interactive CTV advertising moved from concept to practice in 2025 as the industry shifts from demos to scalable deployment. The piece traces roots from NBCUniversal and TiVo experiments in 2007 to BrightLine’s broader work with NBCU and Hulu, noting growing marketer comfort with CTV’s capabilities beyond linear TV. Pause ads are now the dominant interactive format, aided by measurement advances and IAB Tech Lab standards launched this year. Programmatic pause ads have been launched by Wunderkind, Kargo, Magnite, PubMatic, and TripleLift; Fubo rolled out programmatic pause ads in May, with NBCUniversal planning to follow in 2026. Magna and DirecTV’s survey shows high pause engagement (91% pause often or sometimes; 92% pause longer than 30 seconds; 35% don’t step away after pausing). The article also discusses potential future formats (home screen/menu ads) and emphasizes ongoing standardization efforts, signaling, and cross-platform compatibility via IAB Tech Lab.
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