What is Ad Format Hero?
The growth of CTV/ Streaming TV has resulted in many ad formats being introduced in CTV advertising; some of which are linear/ broadcast tv formats being ported over such as picture-in-picture or rollback ads and some are net new, like pause screen ads and shoppable video, which can only be delivered in CTV environments. Without standardization it is very difficult to scale adoption and delivery of these ad formats. Creating standard ways to describe the environment around the ad and how to deliver them benefits advertisers and publishers that would like to implement the ad format using programmatic pipes to serve the ads.
Tech Lab has been getting requests on the most accurate and efficient way to describe these emerging CTV-focused ad formats. This initiative is designed to capture real world examples from October 22, 2024 to January 21st 2025. We will then use those examples to derive standard attributes for the most popular “winning” formats during in H1 2025.
This standardization will occur during active workstreams within the Advanced TV and Programmatic Supply Chain Working Groups. If you would like to join those groups please email techlab@dev.iabtechlab.com.
To submit your format please click below to access the submission page in the Tech Lab Tools Portal, and please review the FAQ below if you have questions on what to submit.
Do I have to be a Tech Lab member to submit my ad format?
NOPE! All are welcome and encouraged to submit their ad formats
I think other companies may have submitted this format?
We still encourage you to submit since there may be slight differences and the more examples we get the more comprehensive our work will be.
My format isn’t only for CTV experiences, should I still submit it?
Yes please! While this initiative is focused on CTV environments, being able to run them elsewhere does not preclude them from consideration.
What if someone from my organization may already have submitted?
That’s ok. We will dedupe them.
What shouldn’t I submit?
We encourage you to NOT to submit Ad units that:
- Are bespoke to your company or fully native to your environment
- Are not actively bringing in revenue
- Are not CTV focused
- Already standardized