Advertisers Want the Process of Buying CTV to Feel More Like Traditional TV

New tools are a step toward greater transparency, but problems still abound

Tech companies, cross-industry groups and trade bodies are all trying to figure out connected TV’s teething problems.

Last year, advertisers spent an estimated $10.3 billion in connected TV programmatic display ads, an 82% increase from 2020, according to eMarketer.

Yet for such a big chunk of change, advertisers often don’t know much about the shows or other ads their spots are running against, which can lead to ad frequency issues, wasted budgets and—at worst—fraud. With a fragmented landscape of sellers, advertisers are buying with inconsistent visibility.

The Interactive Advertising Bureau’s (IAB) Tech Lab is taking a stab at addressing some of the challenges of transacting CTV programmatically with OpenRTB 2.6,

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