NEW YORK—In a notable development in the media industry' efforts to improve the efficiency and cross-platform measurement of CTV ad campaigns, the IAB Tech Lab has unveiled the Ad Creative ID Framework (ACIF). This framework supports the use of registered creative IDs that persist in cross-platform digital video delivery in particular Connected TV (CTV) environments.
IAB Tech Lab, which is the global digital advertising technical standards-setting body, is inviting industry stakeholders to participate in public comments.
