Observed Signal · Apr 30, 2026 · Technical Release · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
IAB Europe Releases CTV Measurement Framework for Public Comment
IAB Europe has published a Connected TV (CTV) measurement framework and a set of transparency principles for public comment. Developed with industry participants including Amazon Ads, EGTA, Freewheel, Google, IAB UK, MFE ProSiebenSat.1, Pubitalia, RMB Belgium, RTÉ, Samsung Ads and YouTube, the document provides standardised definitions for media and performance metrics suitable for CTV. It outlines what should be reported (for example, a definition of reach) and requests additional transparency from sellers and intermediaries about calculation methods and known limitations. The framework references existing standards such as Media Ratings Council definitions for viewability and invalid traffic filtration. Transparency principles call for unified definitions, disclosure of measurement limitations, support for client-initiated data collection, default visibility into device power state, and granular reporting by device type, content and genre.
The framework seeks to standardise CTV measurement and transparency across sellers and intermediaries, referencing MRC standards and proposing reporting requirements that could improve cross-market comparability and buyer visibility—important for CTV trading but not a unilateral platform policy change.
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Key Takeaways & Evidence Grounding
- IAB Europe published a CTV measurement framework and transparency principles for public comment on 2026-04-30.
- The framework was developed in collaboration with Amazon Ads, EGTA, Freewheel, Google, IAB UK, MFE ProSiebenSat.1, Pubitalia, RMB Belgium, RTÉ, Samsung Ads and YouTube.
- The document provides definitions and outlines for media and performance metrics for CTV and draws on Media Ratings Council (MRC) definitions for viewability and invalid traffic filtration.
- Transparency principles include unified definitions, disclosure of measurement limitations, support for client-initiated data collection, default visibility into device power state, and granular reporting including device type, content and genre.
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