IAB Tech Lab CTV Ad Ops Workshop IDs 6 Key Barriers to Programmatic Growth
On January 29, 2025, the IAB Tech Lab CTV Ad Ops Workshop announced significant findings that could shape the future of connected TV (CTV) advertising. The workshop, held on August 5, 2025, at NYC's AD Lab, brought together industry leaders to address technical challenges affecting the entire CTV advertising ecosystem.
The workshop revealed six critical technical barriers hindering CTV advertising's full programmatic potential. These include the lack of standardized advanced ad formats, complex live event advertising requirements, the absence of a universal conversion API standard, challenges in adopting a creative ID framework, inadequate metadata and taxonomy systems, and unclear CTV inventory ownership structures. The workshop emphasized the urgent need for industry alignment on CTV advertising standards to overcome these obstacles.
The event featured sessions on advanced ad formats, live event delivery, creative tracking systems, and inventory management. It gathered ad ops leaders from brands, ad tech platforms, agencies, resellers, and publishers, including experts from Meta, Fox, Videostorm, AD-ID, GumGum, Google, and major streaming platforms like Paramount, NBC, DirectTV, Samsung, Fox, Disney, and Yahoo. With CTV's share of media budgets projected to double from 14% in 2023 to 28% in 2025, these technical improvements are crucial for campaign efficiency and effectiveness.
The IAB Tech Lab CTV Ad Ops Workshop identified six key technical barriers and emphasized the need for industry alignment to overcome them. As CTV's share of media budgets grows, addressing these challenges will be vital for the ecosystem's programmatic growth and campaign success.
Read also:
- CEO Efe Cakarel of film platform Mubi addresses controversy regarding new investor and Israeli military ties, establishes advisory board and fund to safeguard artists under threat.
- Trump's Policy Shifts Spark Controversy, Pauses Infrastructure Funding
- Germany's Steel Industry Hopes for EU Nod on Subsidized Electricity Prices
- India's Agricultural Storage Infrastructure Booms: Record Projects, Capacity, and Funding
