IAB Adds Measurement Support for Pause, Menu, Screensaver and Overlay CTV Ads

The IAB has extended its CTV measurement standards to cover pause, menu, screensaver, and overlay ad formats. The update aims to give buyers consistent impression counts across these placements, which have lacked a common measurement approach. The move builds on the trade body's existing connected TV work.

Why it matters: Marketers buying CTV inventory can now compare impressions across these newer formats on a more standardized basis, which should make budget decisions and cross-platform reporting more reliable.