IAB Europe, the European-level industry association for the digital marketing and advertising ecosystem, has today(1st October, 2026) released the final Connected TV (CTV) Measurement Framework and Transparency Principles, following an industry public comment period.

The Framework provides a common set of metrics and definitions for CTV campaigns, alongside baseline expectations for how those metrics should be disclosed and reported. Developed with buy-side and sell-side stakeholders and refined through industry workshops and public consultation, it is designed to support greater consistency, comparability, and accountability in CTV measurement.

Marie-Clare Puffett, senior director, industry development & marketing at IAB Europe, said, "Following extensive input from across the industry, we’re pleased to publish the final Framework. The consultation process helped us test the Framework against the practical realities of how CTV is bought, measured, and reported today.

The result provides the industry with a clearer common reference point, not just for the metrics themselves, but for understanding how they connect and what needs to be disclosed alongside them. That transparency is essential if buyers and sellers are to interpret CTV measurement consistently and make meaningful comparisons."

A measurement Framework built around metric dependencies

A key element of the final Framework is its focus on the relationship between different measurements, rather than treating individual metrics in isolation.

It establishes a dependency structure in which a clean, valid ad impression forms the foundation for subsequent audience, exposure, and outcome measurement. 

The Framework covers three interconnected areas:

• Foundational delivery metrics, including ad impressions, GIVT and SIVT filtration, TV-off detection, and viewability.
• Exposure and audience metrics, including view-through rate, video completion rate, device ID, reach, and content-level information.
• Performance and outcome metrics, including conversions, ROAS, incrementality, brand uplift, ad recall, and attention.

The approach is intended to give buyers, sellers, and measurement providers a clearer way to understand how campaign metrics are constructed and where measurement discrepancies may originate.

Five principles for greater transparency

Alongside the metric definitions, the Framework introduces five Transparency Principles setting out baseline expectations for CTV measurement and reporting:

1. Unified and standards-aligned definitions
2. Full disclosure of measurement limitations
3. Support for client-initiated data collection
4. Visibility into device power state
5. Granular, actionable reporting

The principles call for greater clarity around how measurement is carried out, including the disclosure of methodological constraints and known limitations.

They also address areas specific to CTV measurement where greater transparency is needed. For example, where person-level reach is reported, providers should make clear whether it is observed or modelled, explain how it has been calculated, and disclose relevant assumptions such as co-viewing.

Will Hunter, director, SpringServe EMEA, Magnite and IAB Europe’s CTV working group lead, said, "Reliable CTV measurement depends on having confidence in what sits underneath the headline campaign numbers. By setting out how the different metrics build on one another, this Framework gives the industry a clearer way to identify where inconsistencies can arise and what information needs to be available to properly interpret performance.

The Transparency Principles are an important part of that. Consistency is not simply about using the same metric names; it is also about being clear on methodology, limitations, and the assumptions behind the numbers being reported."

Building on a common digital video language

The Framework applies to campaigns delivered across digital video environments, including broadcasters, streaming services and digital-first platforms, and is anchored to the taxonomy established in IAB Europe’s Digital Video Framework and Glossary.

While CTV technically refers to the connected television screen itself, the term is commonly used more broadly across the industry. The Framework recognises this practical usage while providing definitions grounded in IAB Europe’s wider digital video taxonomy.

The final Framework was developed with input from stakeholders including Amazon Ads, EGTA, FreeWheel, IAB UK, MFE, ProSiebenSat.1, Pubitalia, RMB Belgium, RTÉ and Samsung Ads.

The Connected TV Measurement Framework and Transparency Principles are available on the IAB Europe 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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