Video ad measurement may soon change. The IAB wants new standards that reflect how viewers actually watch content. Marketers are questioning current CTV results. Industry leaders are calling for clearer metrics.
Media and publishing professionals may soon face a shift in how digital video performance is measured, as the Interactive Advertising Bureau (IAB) calls for a comprehensive update to industry standards. The IAB argues that current measurement fails to account for the wide range of video consumption scenarios, from watching a blockbuster on a living room TV to viewing a YouTube Short in a waiting room.
According to the IAB, the industry’s reliance on broad terms like ‘CTV’ has created confusion, as all digital video platforms-including mobile-often group themselves under this label. The organization says this “language problem” makes it harder for marketers and brands to allocate budgets effectively and compare results across platforms.
The IAB is urging the industry to consider more nuanced factors in measurement, such as sound quality, skip-enabled features, and the specific ad formats available on each platform. These elements, the group says, are critical for establishing stable and meaningful standards that reflect real viewer engagement.
Marketers are already expressing doubts about the effectiveness of current connected TV (CTV) metrics. A recent Jamloop survey of 120 media executives found that 62% are skeptical about CTV results, and only 42% believe CTV is held to the same accountability standards as search and social media. This skepticism is fueling calls for more transparent and detailed measurement frameworks.
As the industry debates how to define and measure digital video, some experts point to ongoing efforts to clarify terminology and standards. For example, the IAB’s recent initiative to launch the RMT Standard aims to unify how companies define and discuss streaming inventory, as detailed in a recent report on new digital video ad definitions.
