IAB Expands CTV Ad Measurement for Pause, Menu, and Overlay Formats

The IAB Tech Lab has expanded its Open Measurement SDK (OM SDK) to officially support measurement for new Connected TV (CTV) ad formats, including Pause, Menu, Screensaver, and Overlay Ads. This update establishes a standardized way to measure impression delivery and screen coverage for inventory that does not behave like traditional pre-roll or mid-roll video ads.

What happened

According to MarTech, the IAB Tech Lab is adding impression measurement capabilities for formats within its CTV Ad Portfolio. This move addresses a specific measurement gap: newer CTV formats often do not occupy the full screen, making traditional viewability standards insufficient. Jill Wittkopp, vice president of product at IAB Tech Lab, noted that the assumption that everything on a TV screen is automatically viewable "just does not hold up anymore" due to new placements and consumer experiences.

The timing of this release coincides with significant financial shifts in the advertising landscape. IAB projects that U.S. digital video ad spending will exceed $80 billion in 2026, representing an 11% year-over-year increase. Furthermore, digital video is expected to account for more than 60% of total TV and video ad spending for the first time, with CTV ad spending specifically projected to grow by 13.8% this year. Todd Randak, general manager of CTV at DoubleVerify, emphasized that advertisers need consistent, independent measurement that reflects how these ads are actually experienced on screen. The primary goal of the OM SDK update is to standardize this measurement to facilitate wider programmatic use of these non-traditional inventory types.

Why it matters for small marketing teams

For small companies and mid-sized brands, this development is critical for protecting budget efficiency in an increasingly fragmented video landscape. As CTV moves beyond simple linear video breaks, the risk of paying for "invisible" or low-impact placements increases. Without standardized measurement, small teams risk overpaying for inventory that technically served but failed to capture meaningful attention. This update levels the playing field by providing a common, independent metric for viewability. It allows smaller buyers to demand proof of performance that matches the actual user experience, rather than relying on vague delivery claims. For brands building content strategies that rely on video, this ensures that the creative assets you produce are actually seen in a context that drives brand recall, rather than being buried in a corner of the screen or displayed during a user interaction that breaks immersion. It shifts the focus from raw impressions to meaningful exposure, which is essential for ROI-focused marketing.

What to do this week

1. Audit your current CTV media mix to identify any spend on pause, menu, or overlay formats and verify if your current measurement partners support the new IAB OM SDK standards.
2. Request updated viewability reports from your CTV vendors that specifically distinguish between full-screen and partial-screen coverage, using the new IAB definitions as a benchmark.
3. Brief your creative team on the technical constraints of these new formats, ensuring that key brand messages are visible even in partial-screen or overlay scenarios to maximize the impact of the standardized measurement.

Sources

• IAB announces support for new CTV ad formats — MarTech