IAB Europe, the European-level industry association for the digital marketing and advertising ecosystem, has today (30th April, 2026) opened its Connected TV (CTV) Measurement Framework and Transparency Principles for public comment, setting out a bold step toward tackling one of the industry’s most pressing challenges: transparency in CTV.

CTV investment is accelerating rapidly, fuelled by 24.5% growth in video display driven by SVOD and BVOD formats. Yet concerns around visibility and measurement quality persist. Today, only 30% of advertisers and publishers report full visibility into where ads run, while fewer than half use quality verification tools. Meanwhile, 27% of stakeholders lack consistent insight into brand suitability, highlighting a clear need for industry-wide standards.

A clearer, more accountable future for CTV

Built in collaboration with sell-side and buy-side stakeholders, and shaped through two dedicated industry workshops with companies including Amazon Ads, EGTA, Freewheel, Google, IAB UK, Magnite, MFE ProSiebenSat1, Pubitalia, RMB Belgium, RTÉ, Samsung Ads, and YouTube, the Framework delivers a unified set of metrics and definitions to bring consistency, comparability, and accountability to CTV measurement.

It applies across the full spectrum of digital video environments, from broadcasters and streaming platforms to digital-first services, reflecting how audiences consume video today.

Crucially, the Framework is underpinned by a set of transparency principles that establish clear expectations for measurement providers and ecosystem partners, building on IAB Europe’s broader efforts to address transparency and consistent measurement challenges in CTV, as outlined in a recent industry overview.

"Connected TV represents a huge opportunity for our industry, but its continued growth depends on trust," said Marie-Clare Puffett, IAB Europe’s senior director industry development & marketing. "With this Framework, we’re taking an important step toward creating a more transparent and accountable CTV ecosystem. One where buyers and sellers can transact with greater confidence and clarity."

Will Hunter, director, SpringServe EMEA, Magnite & IAB Europe’s CTV Working Group Lead, also commented, "This framework creates a key stepping stone for providing insight, control, and accountability on both the supply and demand sides of the CTV ecosystem. Due to the rapid expansion of CTV in Europe, agreeing on clear measurement and transparency standards has been difficult. Therefore, we are motivated to bring all stakeholders together to build a framework that is valuable to all sides." 

What the framework covers

• Media metrics, including ad impressions, viewability, and video completion rate
• Performance and outcome metrics, including incrementality, ROAS, and attention 

Industry consultation now open

IAB Europe is inviting all stakeholders, including advertisers, agencies, publishers, ad tech companies, and measurement providers, to review the Framework and share feedback.

The public comment period is open until 12th June, and submissions and questions can be sent to Marie-Clare at puffett@iabeurope.eu. 

The framework can be found on IAB Europe’s website here. 

IAB Europe

IAB Europe is the European-level association for the digital marketing and advertising ecosystem. Through its membership of media, technology and marketing companies and national IABs, its mission is to lead political representation and promote indus...

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