IAB Tech Lab

On deck at #IWantMyCTV, Ogury’s Nadav Perry explores how to connect CTV with a broader video strategy, understand audience overlap and manage reach and frequency, with practical steps marketers can take into their next planning cycle.

At #IWantMyCTV, Omnicom Media Global calls for collective action to tackle that waste. The Programmatic Governance Council aims to establish shared practices that improve efficiency and build trust between buyers and sellers. Join the PRGC today: okt.to/v9jKiQ

Up next at #IWantMyCTV, Omnicom Media Global’s Ben Hovaness explores the Programmatic Governance Council’s first set of standard practices and how shared business principles can reduce unnecessary transaction costs, improve advertising effectiveness, and more.

CTV measurement is fragmented. At #IWantMyCTV, Databricks’ Annika Hartzell and Kyle Leahy demo how shared evidence and governed data collaboration can deliver faster insights while protecting household records. Measure together, act with permission, and trust but verify.

Coming up next at #IWantMyCTV, Databricks will explore how open standards and privacy-safe collaboration can connect fragmented CTV data while keeping publishers, agencies and brands in control. They’ll unpack what needs to be standardized for more measurable CTV.

Live events move fast, and buying systems need to see the wave coming. At #IWantMyCTV, The Trade Desk’s Rob Hazan explores how Tech Lab standards and machine learning can help buyers anticipate demand, plan budgets and support reliable live delivery.

Coming up at #IWantMyCTV, The Trade Desk explores how liveness signals, LEAP APIs, media delivery receipts and scene-level context can support more reliable live events, higher-value deals and products tied to outcomes, with Content IDs helping enable that exchange

CTV transparency needs to flow both ways. At #IWantMyCTV, Index Exchange, Viant and Philo explore how sharing better demand signals with publishers can improve ad pods, manage frequency and keep viewers watching while helping buyers achieve their goals.

What makes CTV premium? It depends on what you’re trying to achieve. FreeWheel, Roku, and PMG dig into why context matters, how bidstream signals inform buying, and why transparency needs a purpose. Ask for data that drives decisions, trust your partners and verify delivery

Everyone wants premium CTV. Does everyone mean the same thing? 👀 Up next: FreeWheel, Roku and PMG’s debate what buyers and sellers want from streaming inventory, how they measure it, and what earns the premium label as supply scales. Let the debate begin. #IWantMyCTV

Opening #IWantMyCTV, Brad Pipkin, Director of Advanced TV, traces the journey from siloed integrations to streaming at scale, with more viewer choice, greater delivery complexity and live events raising the stakes. CTV has grown up, and our responsibilities have grown with it.

#IABTechLab CEO Anthony Katsur kicks off #IWantMyCTV with a clear message: live sports and shared cultural moments are raising the bar for streaming. Scaling CTV takes measurement the industry can trust and standards provide a common framework.

#IWantMyCTV is tomorrow, and a few spots remain! Join Integral Ad Science and Amazon Ads, to explore how OM SDK helps standardize impression measurement across streaming platforms. Hear how the industry is tackling device spoofing, binge watching, & more: okt.to/U94mw6

As agentic AI moves to taking action across advertising platforms, connectivity becomes essential. In this member perspective, Onetag explores how MCP connects AI assistants to tools, while AAMP adds advertising-specific standards and safeguards: okt.to/0x85Nm

📺 Tomorrow’s the day for #IWantMyCTV! From AI agents and measurement to live-event forecasting, inventory transparency, and new ad formats, we’re digging into the details behind streaming’s next chapter. Get your last minute ticket here: okt.to/xaEV1T

What makes CTV inventory premium? At #IWantMyCTV this Thursday FreeWheel, Roku, and PMG will bring perspectives across advertising technology, streaming and agency buying, connecting how inventory is built and sold with what advertisers value: okt.to/ab7059

CTV ad formats are evolving, and measurement needs to keep pace. OM SDK support brings consistent impression measurement to Pause, Menu, Screensaver, and Overlay Ads, with support from DoubleVerify, FreeWheel, IAS, and the Media Rating Council: okt.to/eMxRD6

At #nternationalSummit, Sigma Software demonstrated their Seller Agent UI and shared plans to contribute it to #IABTechLab! Built on AAMP, the interface aims to make agentic advertising easier for operators to use. Thanks Sigma Software for sharing: okt.to/DPVxYE

Two days until we get into what makes CTV work better! We’ll dig into shared programmatic business practices that reduce transaction friction and build trust, plus practical ECAPI implementation in streaming ad delivery. Get your ticket now: okt.to/TheaRr

🚨 JUST ANNOUNCED: The Trade Desk brings the buying platform perspective to #IWantMyCTV this Thursday! Hear the case for how liveness signals, LEAP APIs, media delivery receipts, and more unlock reliable live-event delivery and higher-value deals: okt.to/80sjSv