IAB Tech Lab Introduces New CTV Ad Portfolio and Updated Programmatic CTV Guide
The IAB Tech Lab has unveiled its new Connected TV (CTV) Ad Portfolio, along with a major update to its Guide to Programmatic CTV — a move that marks a significant step forward for standardization and innovation in the rapidly expanding CTV ecosystem.
Published on MarketingVogue.com, this update highlights how advertisers, publishers, and tech partners can better leverage emerging CTV ad opportunities as streaming continues to dominate U.S. television viewership.
A Closer Look at the New CTV Ad Portfolio
The newly released CTV Ad Portfolio defines six essential CTV ad formats designed to improve creative consistency and transaction efficiency across the industry:
- Pause Ads
- Menu Ads
- Screensaver Ads
- In-Scene Ads
- Squeezeback Ads
- Overlay Ads
These formats were developed from over 100 real-world submissions collected through the IAB Tech Lab’s Ad Format Hero initiative, a collaborative industry effort aimed at identifying the most valuable and scalable CTV ad experiences.
Updated Programmatic CTV Guide Enhances Transaction Clarity
The updated Guide to Programmatic CTV provides clearer, more consistent direction for transacting these emerging formats. Notably, it includes enhanced OpenRTB support for two high-priority formats:
- Pause Ads
- Menu Ads
These updates are designed to strengthen interoperability across platforms and help advertisers activate innovative, non-intrusive ad experiences more effectively.
Public Comment Period Open Until January 31, 2026
Both the CTV Ad Portfolio and the updated Programmatic CTV guidance are open for public comment through January 31, 2026. Industry stakeholders are encouraged to provide feedback to ensure the standards reflect the needs of the entire CTV ecosystem.
Why These Updates Matter for the Future of CTV Advertising
As streaming and CTV now account for the majority of TV viewing in the United States, the need for standardized, high-impact ad formats has become more urgent than ever.
Formats such as Pause and Menu ads offer premium inventory opportunities that complement — and in many cases enhance — traditional ad pods. These innovations can help publishers unlock new revenue streams while enabling brands to deliver more relevant, non-disruptive advertising experiences.
