IAB Europe publishes CTV measurement framework and transparency principles

IAB Europe has published the final CTV Measurement Framework and Transparency Principles, which have been in effect since 1 October 2026. The framework introduces a common set of metrics and definitions for Connected TV (CTV) campaigns, structured around three interdependent areas:

• Core delivery metrics: ad impressions, invalid traffic, detection of whether the TV set is switched off, and viewability.
• Exposure and audience metrics: completion rates, reach, and content-level information.
• Performance and outcome metrics: conversions, ROAS, incrementality, brand lift, and attention.

In addition to defining these metrics, the framework introduces five Transparency Principles. These cover the use of definitions aligned with existing standards, transparency around measurement limitations, support for client-initiated data collection, visibility into device power status, and detailed reporting.

When person-level reach is reported, measurement providers must state whether the reach figures are observed or modelled. They must also clearly disclose any relevant assumptions, for example around co-viewing, where multiple people watch the same screen together.

The framework applies across digital video environments, including broadcasters, streaming services, and digital-first platforms. It builds on IAB Europe’s existing Digital Video Framework.