NEW YORK—The IAB Tech Lab has formally launched its Advanced TV Commit Group and announced the inaugural members who will be involved in the group’s push to develop technology frameworks, technical standards, and market strategy that will make every TV environment addressable.
"What distinguishes the Advanced TV Commit Group from other initiatives is its comprehensive and collaborative approach to addressable TV advertising," said Anthony Katsur, CEO of IAB Tech Lab. "The Advanced TV Commit Group aims to partner with various initiatives across the industry, bringing together all stakeholders to establish a portfolio of solutions. We are focused on developing technical framework(s) that ensures holistic reconciliation, a unified measurement framework, and consistent ad experiences across digital video and TV environments. This includes traditional linear environments like cable, satellite, and over-the-air broadcast, as well as emerging IP-enabled TV platforms, more commonly known as CTV."
