• by Alex Weprin , May 30, 2019

To say that advanced and connected TV advertising is growing would be an understatement.

According to the IAB’s 2019 Video Advertising Spend Report, 59% of marketers say they expect to increase their advanced TV ad spend in the next year.

Of course, despite that growth, the marketplace is fragmented with consumers, publishers, advertisers and measurement firms all playing in different sandboxes.

A new effort from the IAB Video Center of Excellence is trying to bring more clarity to the market, releasing what it is calling the Advanced TV Matrix: A Market Snapshot. The Matrix was created by the organizations advanced TV working group, with the hope of "organizing and simplifying the advanced TV landscape."

In a blog post introducing the Matrix, the working group also outlines three concepts that need to happen in order for CTV/advanced TV to reach its potential.

Those concepts are: an independent cross-platform measurement solution that leverages the IAB’s IFA for OTT guidelines; a shift from household-level targeting to individual-level targeting; and industry-wide adoption of metrics that can apply to TV and digital.

Ultimately, at the most basic level, everyone in the CTV ecosystem, on the buy-side and sell-side, needs to be on the same page in order to maximize the technology's benefits.

The IAB’s Advanced TV Matrix is a first step in bringing everyone to the same starting point, providing a one-stop shop for definitions and descriptions.

Read about the Matrix here.