Section 5 | Media Type
Definitions | RMT Standard - Attribute & Definiton Context |
Sec. | Media type | Attribute | Definition / classification |
5.2 | Linear television |
| Lean Back Viewing | Linear TV is a passive, lean-back experience with content consumed in real time on a fixed schedule,
aligned to broadcast timing across cable, satellite, and vMVPD environments; VOD extends this experience through time-shifted viewing. |
| Sound | On — default | Sound is on by default, creating a passive audio environment where ads are heard without user
action. This ambient, shared audio signal extends reach across the full household, even during multitasking. |
| Skippability | Completion-required | Ad pods are non-skippable in live playback, with ads delivered in a fixed sequence during scheduled breaks. While DVR
enables ad skipping in time-shifted viewing, live linear delivery remains completion-required. |
| Screen | Full-screen — primary household display | Linear ads are delivered on a full-screen TV in a shared household environment, where a single impression may reach
multiple viewers simultaneously. Co-viewing is a defining characteristic. |
| Addressability | Household deterministic (vMVPD, advanced TV platforms); non-addressable on traditional linear broadcast | Linear TV offers limited addressability, primarily at the household
level in MVPD and vMVPD environments. Traditional broadcast remains non-addressable at the impression level, relying on schedule-based delivery. |
| Signals | Panel-based; set-top box data; ACR; vMVPD first party data | Signals are derived from a combination of panel-based
measurement and large-scale data sources such as set-top box (STB) and ACR data, along with vMVPD first-party data. These inputs are aggregated and modeled to estimate viewership at the household and
demographic level, without deterministic individual identity. |
| Device | TV set | Linear TV is delivered through a television set connected to a broadcast, cable, satellite, or vMVPD feed, enabling scheduled, real-time viewing in a shared household environment with high
co-viewing potential. |
| Ad formats | In-stream pod (30s, 15s standard); sponsorship; branded content integrations | Linear advertising is delivered in structured ad pods within program breaks, typically using 15- and 30-second units. Pod-based delivery remains consistent
across broadcast, cable, and vMVPD environments, with growing adoption of dynamic ad insertion in advanced TV contexts. |
| Measurement | GRP / TRP, reach + frequency, brand lift, attribution via panel + ACR fusion | Measurement is anchored in GRP/TRP currency, with reach and
frequency derived from panel-based systems and increasingly enhanced by STB and ACR data. Attribution and outcomes are modeled through panel and big data fusion approaches. |
| Examples | vMVPD
platforms deliver a linear experience via IP but should be classified as linear when inventory is delivered to the TV screen in a live, scheduled context. | NBC, CBS, ABC, Fox, ESPN, CNN, Bravo, local broadcast; YouTube TV, Hulu Live |
| | | |
5.1 | Streaming |
| Lean Back
Viewing | Video
delivered over the internet to connected devices, enabling on-demand and live viewing |
| Sound | Variable depending on device (on by default via CTV, user inittiated via mobile) | CTV streaming: mostly sound-on by default (similar to
linear) Mobile/desktop streaming: largely user-controlled and often
sound-off by default |
| Skippability | Completion required (dominant); skip enabled available on select platforms | Most streaming ad inventory is completion-required, particularly across AVOD and FAST environments. Skippable formats exist on select platforms. |
| Screen | Full screen -
primary display | Streaming ads are delivered
primarily in full-screen, immersive environments. On CTV, this mirrors the primary household display with co-viewing potential, while mobile and desktop are more personal viewing
experiences. |
| Addressability | 2P (login, behaviorial, contextual), ACR, 3P data, 1P data | Platform login enables household or user level identity resolution. OEM ACR data enables content-based targeting enables content-level targeting without requiring platform login.
Identity fidelity varies by platform. |
| Signals | Household Deterministic (login); behavioral (viewing history); contextual (content genre, MVPD); ACR (OEM partnerships) | Signals combine deterministic first-party identity (login), behavioral viewing data, and
contextual content signals, supplemented by ACR and third-party data. These inputs enable targeting within platforms and modeled extension across devices. |
| Device | Connected TV — primary household screen Mobile device Desktop (PC) | Streaming is accessed across connected TV devices, gaming consoles, mobile devices, and desktops, spanning both shared household screens (CTV) and personal screens
(mobile/desktop) within a single ecosystem. |
| Ad formats | In-stream pre-roll, mid-roll with standard brand ads (:06/:15:30) or customized formats (e.g. IAB Tech Lab CTV ad portfolio) | Streaming supports in-stream formats such as pre-roll and mid-roll within long-form
content, alongside an expanding set of interactive and advanced formats enabled by digital delivery and platform capabilities. |
| Measurement | Deterministic at the platform level, probabilistic at the ecosystem level | Streaming measurement is partially deterministic within
logged-in platforms, but becomes increasingly probabilistic when extended across devices, platforms, and ACR-based signals |
| Examples | streaming platforms across subscription, ad-supported, and FAST models | Hulu, Peacock, Paramount+, Max, Netflix, Amazon Prime
Video |
| | | |
| | | |
5.3 | Online video (OLV) |
| Personal Screen Viewing | OLV is delivered on desktop and mobile devices
outside the TV screen, including both in-stream and outstream video placements within browsers and apps. |
| Sound | Variable — sound-on for in-stream; sound-off default for outstream | Variable by placement: in-stream formats typically follow the
content’s sound state, while outstream formats autoplay muted by default. |
| Skippability | In-stream: time-gated skippability, format-controlled Outstream: immediate, user-controlled skippability | OLV ads are typically skippable and user-controlled, with viewing dependent on viewer choice and platform-specific
formats |
| Screen | In-stream:and
outstream: non-full-screen (in-feed, in-banner) | OLV runs within video players embedded across web pages and apps, including full-width, in-feed, in-banner, and in-app placements alongside surrounding content such as editorial, articles,
games, commerce interfaces, and video podcast players. |
| Addressability | audience-based targeting at the user or device level using deterministic and probabilistic signals. | OLV supports user- and device-level targeting using deterministic and probabilistic signals, with
real-time activation at the impression level across web, app, gaming, and commerce environments. Retail and commerce environments enable deterministic targeting using first-party purchase, browsing,
and loyalty data. |
| Signals | Publisher first-party (authenticated); probabilistic ID; cookie-based (deprecating) | Signals include deterministic identity (when available), behavioral data, and contextual signals, along with device-level inputs. Commerce
environments contribute purchase, browsing, and SKU-level signals, while gaming environments contribute session-based and engagement signals. |
| Device | Desktop / laptop; smartphone; tablet | OLV is accessed on personal devices including desktops, laptops,
smartphones, and tablets, with viewing typically associated with a single user per device. The same inventory may be delivered across multiple device types. |
| Ad
formats | Pre-roll, mid-roll,
post-roll (in-stream); in-feed, in-banner, interstitial (outstream) | OLV includes in-stream formats such as pre-roll and mid-roll, and outstream formats such as in-feed, in-banner, interstitial. |
| Measurement | Impression-level ID-based (user/device) Event-driven | OLV
is measured at the impression level using user or device identifiers, with event-based tracking for delivery and media metrics. In commerce environments, measurement can extend to transaction-based
outcomes and closed-loop attribution, while gaming environments enable additional engagement-based signals. |
| Examples | Direct site video, open exchange video, mobile & app video. Includes video delivered within publisher
sites, apps, gaming environments, retail media and commerce networks, and video podcast platforms across web and mobile ecosystems. | Vogue.com, YouTube.com, NYTimes, Amazon.com |
| | | |
5.4 | Social
video |
| Personal Screen Viewing | Platform-native short-form and mid-form video in algorithmically curated social feeds on personal devices |
| Sound | Variable - sound-on for full-screen formats (Reels,
Stories); sound-off for in-feed units. | Sound in social feed environments are variable dependent on the format of the placement. This mirrors the treatment OLV receives ("Variable - on for in-stream; off for
outstream") |
| Skippability | Variable - user-controlled via scroll in feed; completion formats available (e.g., pre-roll before long-form content). | Skippability is treated as a function of whether the ad unit itself provides a viewer-initiated control to
bypass the ad, not whether the surrounding environment allows the user to navigate away from it. |
| Screen | Personal | Social video ads are delivered within a primarily vertical screen that is a personal, feed-based environment where exposure occurs in a scrollable,
user-controlled context and co-viewing potential is low. |
| Addressability | Deterministic User-level Platform-contained | Social ads are addressable, using deterministic, logged-in user
identity and platform data to enable user-level targeting within closed ecosystems |
| Signals | Platform 1P; lookalike modeling; pixel-based retargeting | Social video signals are identity-based, behavior-driven, continuously modeled within closed platform ecosystems, and
enhanced by pixel and CAPI integrations |
| Device | Smartphone (primary); tablet; desktop (secondary surface); Connected TV (emerging) | Social video is primarily a mobile media type. Desktop usage exists but the dominant consumption context is smartphone. |
| Ad
formats | Feed-native Short-form vertical Interactive Personalized | Platform-native formats vary significantly but are typically feed-native, short-form,
and highly interactive, with user-controlled, scroll-based exposure and dynamic personalization |
| Measurement | Deterministic Event driven Platform contained | Social ads are measured using deterministic, impression-level data
within platform ecosystems, with event-based tracking and closed-loop attribution enhanced by CAPI-enabled signals |
| Examples | | TikTok, Instagram (Reels, Stories, Feed), Facebook
Video, Snapchat, Pinterest Video, X (Twitter) video, Vine, YT Shorts |
| | | |
5.5 | Video podcasts |
| Personal / functional viewing | Video-distributed podcast content combining high audience intentionality with multi-platform delivery |
| Sound | On —
default (audio-primary heritage) | Podcasts are
audio-first content consumed with deliberate attention. Sound-on is the baseline expectation regardless of whether the listener is watching or listening. Background audio consumption is common and
should be accounted for in measurement. |
| Skippability | Variable — DAI ads are skip-enabled; host-read integrated content is not skip-enabled | Dynamically inserted pre-roll and mid-roll ads are skip-enabled on most platforms. Host-read and integrated
sponsorship units are embedded in the content and not separately skippable. The two formats have different measurement methodologies. |
| Screen | Variable — full-screen on YouTube; background / lock-screen /
audio-only on RSS and HLS distribution | |
| Addressability | Individual deterministic on YouTube; probabilistic or non-addressable on RSS/HLS distribution | Logged-in user graphs enable deterministic individual targeting. Open RSS/HLS
distribution uses IP address and user-agent signals per IAB Podcast Measurement Guidelines v2.2, which do not support impression-level individual identity. |
| Signals | YouTube: logged-in user graph. RSS/HLS: IP + user-agent per
IAB PMG v2.2. Hosting platform: download and stream counts | The measurement gap between YouTube and open RSS/HLS distribution is the central standards challenge for video podcasts. The RMT Standard bridges IAB PMG v2.2 and IAB/MRC Digital Video
Served Impression guidelines with a phased convergence framework. |
| Device | Connected TV (YouTube video podcast surface); smartphone; desktop; smart speaker (audio mode) | Device diversity is uniquely high in video podcasts. The same listener may consume the
same show across multiple device types in a single week. Cross-device reach measurement is an unresolved challenge. |
| Ad formats | Dynamic ad insertion (DAI) pre/mid/post-roll; host-read integrated; sponsorship; branded
segments | DAI is the dominant programmatic
format. Host-read integration commands premium CPMs due to host affinity and contextual relevance. Branded segments (mini-documentaries, branded series) are an emerging premium format. |
| Measurement | IAB
Podcast Measurement v2.2 (audio & video); IAB/MRC Digital Video Served Impression guidelines (streaming); platform-reported (e.g. YouTube Analytics, Spotify metrics) | The RMT Standard recommends applying the download standard from the
Podcast Measurement Technical Guidelines for both audio and HLS video, with platform-reported data as a signal for specific channels. IAB/MRC Digital Video Served Impression guidelines (Video Podcasts
streamed on Netflix, Tubi, etc.) |
| Examples | Apple Podcasts launched HLS video podcast support in 2026 with four launch hosting partners (Acast, ART19, Triton Digital/Omny Studio, SiriusXM/Simplecast). Measurement standards
for this surface are still maturing. | Spotify,
YouTube (video podcast surface), Apple Podcasts, Acast, ART19, Triton Digital / Omny Studio, SiriusXM / Simplecast / AdsWizz |
| | | |
5.6 | Retail media video |
| Personal / functional viewing | Video advertising within retailer-owned and retailer-partnered environments, anchored
by first-party purchase data |
| Sound | Variable — on for in-stream (retailer streaming services); off for on-site video units | Sound state depends on placement context. Retailer streaming (Amazon Prime Video, Walmart+) follows Streaming/OLV
norms. On-site video units (product pages, search results) default to muted autoplay. |
| Skippability | Variable — completion-required for in-stream; skip-enabled for outstream and on-site units | In-stream placements on retailer streaming services follow the norms
of the delivery surface (Streaming or OLV). On-site video units are typically skip-enabled or exit-on-scroll. |
| Screen | On-site: non-full-screen (product page, search, feed); retailer streaming: full-screen | On-site retail video competes with product information and commerce UI
elements for viewer attention. Retailer streaming video environments (Prime Video) follow Streaming or OLV norms based on the delivery device. |
| Addressability | Individual deterministic — retailer loyalty ID, purchase
history, authenticated account | Retail media
offers the strongest purchase-intent-based targeting in digital advertising. First-party retailer data enables audience segmentation based on verified past purchases, category interest, and in-market
behavior. |
| Signals | Retailer first-party purchase + intent data; loyalty program ID; closed-loop purchase attribution; on-site behavioral signals | Ability to connect ad exposure directly to an event within the retailer's own data environment. |
| Device | Desktop /
laptop; smartphone; Streaming (retailer streaming services) | Device mix varies by retailer and placement type. On-site video is predominantly desktop and mobile. Retailer streaming (Prime Video, Walmart+) delivers to Streaming as the
primary device. |
| Ad formats | In-stream pre/mid-roll (retailer streaming); in-feed, sponsored video, product video (on-site); shoppable video | Shoppable video — enabling direct add-to-cart from within the ad unit — is a retail media-specific format
with no direct equivalent in other video media types. It is an emerging standard across Amazon, Walmart, and other retail networks. |
| Measurement | Closed-loop purchase attribution (online + in-store); sales lift, ROAS, new-to-brand
buyers, basket analysis, category penetration | Retail media mesurement follows the same guidelines as the digital media in which the ad was rendered (e.g. CTV, OLV, DOOH) and should adhere to the IAB/MRC guidelines that govern: viewable
impressions, ad completeion and invalid traffic. When speciifc Retail Media measurement is concerned the IAB/MRC Retail Media Measurement Guidelines around reporting requirements, outcomes,
incrementatlity and attribution. |
| Examples | Each retail media network operates as a distinct proprietary platform with opportunity for integrations within dsps and ssps. Third-party verification is available (e.g. OMSDK,
S2S, clean room integrations) | Amazon DSP (Prime
Video, Amazon.com, Twitch), Walmart Connect, Kroger Precision Marketing, Target Roundel, Instacart Ads, CVS Media Exchange, Home Depot Orange Apron |
| | | |
5.7 | Gaming video |
| Personal / functional viewing | Video advertising within interactive gaming
environments, game streaming platforms, and esports content |
| Sound | Variable — on for esports / game streaming; variable for in-game placements | Esports and game streaming content (Twitch, YouTube Gaming) follows OLV norms: sound-on for
in-stream pre/mid-roll. In-game video placements are more variable; reward video is typically muted by default to preserve the game audio environment. |
| Skippability | Reward
video: opt-in, skip-enabled; interstitial (mobile): completion-required; in-stream (esports): varies by platform | Reward video is the most distinctive gaming format: the user opts in to watch a full ad in exchange for an in-game reward. This opt-in
mechanism produces the highest completion rates of any video format across all media types. |
| Screen | Console / esports: full-screen; in-game overlay: non-full-screen; mobile interstitial: full-screen | Screen presentation varies significantly by sub-type. Console
gaming on a TV screen is functionally a large-format, full-screen environment. Mobile gaming is a small-screen, personal device environment. These are meaningfully different planning
contexts. |
| Addressability | Individual deterministic via gaming account login (console, PC); probabilistic on open web gaming | Console and PC gaming platforms maintain persistent logged-in accounts with strong individual identity resolution. Mobile gaming
identity is more fragmented; IDFA deprecation has affected mobile gaming targeting. |
| Signals | Gaming account ID (deterministic); behavioral (genre, play history, in-game behavior); contextual (game title, ESRB rating) | ESRB rating and game genre are the primary brand
suitability signals in gaming. A blanket exclusion of 'gaming' as a category eliminates premium esports and family-friendly casual gaming alongside mature-rated titles. Buyers should apply title- and
genre-level controls. |
| Device | Connected TV (console gaming, esports streaming); desktop (PC gaming, game streaming); smartphone / tablet (mobile gaming) | Gaming spans all device types. Console gaming on a TV is a large-screen, lean-back experience closer to
Streaming in viewing environment. Mobile gaming is a personal-device, often short-session experience. Classify by device and placement at the impression level. |
| Ad
formats | Reward video (opt-in,
skip-enabled); interstitial / full-screen (mobile); in-stream pre/mid-roll (esports, game streaming); in-game overlay and native | For in-game ads: Use the IAB IIG Guidelines 2.0 to define when an impression is valid, how video ads are counted, and
how event-dependent or advergame ads are measured. For AR ads: Use the IAB/MRC AR Guidelines 1.0 to define delivery, viewability, engagement, and attribution for interactive AR formats, while
excluding fully immersive VR and non-digital placements |
| Measurement | Completion rate, opt-in rate (reward video), viewability (in-game), brand lift, reach by game title and genre, attention metrics | Attention measurement is gaining traction in gaming given the
active engagement state of the viewer. Opt-in rate for reward video is a gaming-specific metric with no equivalent in other video media types. |
| Examples | Gaming video is not a homogeneous category. Esports streaming, console
in-game, PC in-game, and mobile gaming each represent meaningfully different ad environments requiring separate planning and buying strategies. | Twitch, YouTube Gaming, Xbox / Microsoft in-game, PlayStation Network, Activision Blizzard Media,
EA, Unity Ads, IronSource, Roblox Advertising |
| | | |
5.8 | Digital out-of-home (DOOH) |
| Public Ambient Display | Video on digital screens in public and venue-based environments with group or ambient audience
exposure |
| Sound | Off — default; ambient audio in venue contexts (bars, airports, stadiums) | DOOH screens do not assume audio. Creative must communicate without sound, as most environments are silent or unpredictable. Venue-based ambient
audio (e.g., bars, airports, stadiums) may be present but is not consistent or controllable. |
| Skippability | Completion-required — auto-play loop; no user control over ad exposure | DOOH screens run continuous content loops without user control. The
viewer cannot skip, pause, or replay. Exposure duration is governed by dwell time in the environment, not by viewer intent. |
| Screen | Full-screen on the display unit; non-personal, shared viewing surface | A single screen delivers to multiple viewers in a shared, ambient
environment without user-initiated viewing. |
| Addressability | Contextually and probabilistically addressable; no individual identity resolution | DOOH does not support individual-level targeting or identity resolution. Targeting is based on location, venue, time,
and modeled audience data derived from foot traffic and mobility signals. Addressability operates at the group and contextual level rather than the individual or household level. |
| Signals | Screen
location; venue type/category; daypart; dwell time; mobility patterns; impression/audience modeling; contextual signals (weather, events) | DOOH signals are location-centric, with targeting driven by venue, time, and context; programmatic executions
leverage real-time bid signals and dynamic triggers, while direct buys rely more on pre-defined location, audience modeling, and scheduling |
| Device | Public digital display — roadside, transit, retail, venue,
stadium, airport, cinema | DOOH is delivered on
public, fixed-location digital displays designed for shared viewing. These are distinct from personal devices and are defined by their non-personal, environment-based nature within physical
spaces. |
| Ad formats | Loop-based
formats (static and video); dynamic creative; daypart and trigger-based execution | DOOH creative runs in short loops as part of a rotating content playlist, typically featuring static and/or motion formats. Creative duration varies by
network and placement. Dynamic creative optimization based on time, weather, or real-time triggers can be enabled through programmatic DOOH. |
| Measurement | Modeled impressions; opportunity to see (OTS); reach modeling; brand
lift (survey); mobile-based attribution | DOOH
measurement is modeled using traffic, dwell time, and visibility inputs to estimate impressions. Standard metrics include Opportunity to See (OTS), Likelihood to See (LTS), and audience reach. Brand
impact is measured through surveys, while attribution is commonly enabled through mobile device graph methodologies that link exposed audiences to subsequent online or in-store actions. |
| Examples | DOOH runs
across diverse public and venue-based environments, including roadside, transit, retail, hospitality, fitness, and entertainment locations | JCDecaux, Clear Channel, GSTV, Outfront Media, Screenvision |