As CTV investment accelerates, the industry continues to face a persistent challenge: fragmented standards and inconsistent signal quality that undermine accurate measurement. While terms like impression, viewability, reach, frequency, and attention are well-established, many still struggle to understand what signals are actually required for valid measurement—and how platform fragmentation complicates that process. This guide was created to close that gap.
Designed for brands, agencies, publishers, and technology partners, the IAB Standardized Measurement Guide for CTV provides an integrated view of how today’s standards and solutions work together to enable cohesive, consistent CTV measurement. It serves as both an accessible educational resource—breaking down biddable vs. direct paths and demystifying critical . . .
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