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IAB adds new CTV ad formats for pause, menu, screensaver, overlay ads
The IAB announced support for new connected‑TV ad formats that include pause, menu, screensaver and overlay placements. The change gives local advertisers a standardized way to measure impressions on these formats.
The post reports that the IAB’s expanded measurement will apply to pause, menu, screensaver and overlay ads across connected TV platforms.
Consistent impression measurement lets small businesses compare performance of CTV campaigns and allocate budget more confidently.
Local marketers should test at least one of the new formats in a pilot CTV buy and verify the reported impression metrics.
Check the IAB’s measurement guidelines and run a short test of a pause‑ad on a local CTV inventory to see how the new metrics appear in your reporting.
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Source: MarTech · 2026-11-10
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