Thursday, July 9th, 2026 – 11:43 am
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Ask five people in ad tech to define “CTV” – or any other streaming-related three-letter acronym – and you’ll get five different answers. The IAB wants to fix that.
“CTV,” for example, can refer to a cable channel streaming on an internet-connected TV or to a YouTube video on that same screen. Viewers, meanwhile, would probably just call both experiences “watching TV.”
On Thursday, the IAB announced a new framework called the Redefining Media Types (RMT) Standard designed to help the industry classify – and, more importantly, openly discuss – different aspects of the growing digital video marketplace.
