IAB Europe publishes CTV Measurement Framework and Transparency Principles

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

• Foundational delivery metrics: ad impressions, invalid traffic, TV-off detection and viewability.
• Exposure and audience metrics: completion rates, reach and content-level information.
• Performance and outcome metrics: conversions, ROAS, incrementality, brand uplift and attention.

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

Where person-level reach is reported, measurement providers must disclose whether the reach figures are observed or modelled. They must also clearly state 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.