IAB Tech Lab 扩展 OM SDK，新增暂停与菜单等新型 CTV 广告格式测量

IAB Tech Lab is expanding its Open Measurement SDK to include new connected TV ad formats, including Pause, Menu, Screensaver, and Overlay Ads.

The update adds impression measurement for formats in the group’s CTV Ad Portfolio as publishers and platforms push beyond traditional pre-roll and mid-roll inventory.

The change addresses a basic measurement problem with newer CTV formats: they do not all occupy the full screen or behave like traditional video ads.

“The idea that everything on a TV screen is automatically viewable because it is CTV just does not hold up anymore,” Jill Wittkopp, vice president of product at IAB Tech Lab, said in the announcement. “We have new formats, new placements, and new ways for consumers to experience advertising.”

The expanded support gives buyers and sellers a common way to measure whether those ads were served and how they appeared on screen.

The timing reflects the amount of money moving into streaming. U.S. digital video ad spending is projected to exceed $80 billion in 2026, up 11% year over year, according to IAB. Digital video is also expected to account for more than 60% of total TV and video ad spending for the first time. IAB projects CTV ad spending will grow 13.8% this year.

Pause and menu ads are among the formats publishers are using to create inventory outside traditional commercial breaks. But those placements raise different questions about screen coverage and viewability, especially when an ad takes up only part of the display.

IAB Tech Lab says the OM SDK update is intended to standardize that measurement as those formats move toward wider programmatic use.

“As CTV expands beyond traditional video ad formats, advertisers need consistent, independent measurement that reflects how those ads are actually experienced on screen,” Todd Randak, general manager of CTV at DoubleVerify, said.

The release is less about creating new CTV inventory than about making newer inventory easier to transact against.

As pause, menu, screensaver, and overlay formats spread, buyers will need a consistent way to distinguish between an ad that technically appeared and one that occupied enough of the screen to count as meaningful exposure. Standardized measurement gives sellers a clearer path to package that inventory at scale and gives buyers a more consistent basis for comparing it.

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