In partnership with PubMatic, we are fundamentally changing how media is planned, activated, and optimised. The results speak for themselves - faster activation, greater transparency for clients, and a team freed to focus on the strategic work that creates real value. This is a concrete step in our long-term 'Waste to Value' strategy and our commitment to shaping a more intelligent media ecosystem in Europe.
These were distilled from over 100 real-world submissions gathered through the industry-wide "Ad Format Hero" initiative. Dig deeper: 4 questions every SMB should ask before testing CTV IAB Tech Lab has also updated its programmatic CTV guidance, offering practical advice on how to transact these ad types more efficiently. The update includes enhanced OpenRTB support, with a focus on the two formats prioritized by an industry working group: Pause and Menu.