Creating New CTV Ad Standards

IAB Tech Lab has recently released some new standards for CTV advertising, known as the Ad Format Hero Initiative. The organization asked and received more than 100 CTV ad format descriptions/concepts from the industry on classifying new formats. Next up, they ran an industry survey (completed 16 April 2025) to determine what should be prioritized. The Ad Format Hero Task Force selected eight formats based on the survey results. The idea is to create standards so that sensibly, engineering and operations teams don't have to reinvent the wheel every time they want to insert the right creative.