Tag: IAB Tech Lab

CNN is building agent-driven infrastructure that allows media transactions to execute autonomously through software, removing traditional intermediaries and compressing the supply chain. By aligning with IAB Tech Lab standards and prioritizing system readiness over immediate revenue, CNN is positioning itself…

TripleLift has added Xumo and Plex to its programmatic Pause Ad network, expanding the format's reach across CTV. With support from IAB Tech Lab and platforms like DirecTV, Pause Ads are gaining traction due to high engagement, non-disruptive placement, and…

IAB Tech Lab plans to release 31 new specifications and updates in 2025, focusing on connected TV (CTV) advertising, privacy, and moving programmatic ad practices beyond the browser. Key initiatives include new signals for live sports ads in CTV, a…

IAB Tech Lab forecasts CTV ad revenue will exceed $40 billion by 2027, but ad format standardization is needed for growth. Their "Ad Format Idol" initiative aims to address this by evaluating CTV ad formats for scalability and efficiency. With…