IAB Europe has published the final version of its Connected TV (CTV) Measurement Framework and Transparency Principles, following a public comment period earlier in 2026.

The release came on October 1. The Framework gives CTV campaigns a common set of metrics and definitions, plus baseline expectations for how those metrics are disclosed and reported. IAB Europe says buy-side and sell-side stakeholders shaped it through workshops and consultation.

It sorts metrics into three layers. Foundational delivery metrics cover ad impressions, GIVT and SIVT filtration, TV-off detection and viewability. Exposure and audience metrics cover view-through rate, video completion rate, device ID, reach and content-level information. Performance and outcome metrics cover conversions, ROAS, incrementality, brand uplift, ad recall and attention. Five Transparency Principles sit alongside: unified and standards-aligned definitions, full disclosure of measurement limitations, support for client-initiated data collection, visibility into device power state, and granular, actionable reporting.

Why it matters

The Framework treats the layers as a dependency chain. A clean, valid ad impression is the base, and audience, exposure and outcome metrics build on it. IAB Europe says problems at the base, such as invalid traffic, viewability or whether the television was on, can affect the reliability of the metrics above. For person-level reach, providers should say whether it is observed or modelled, explain the calculation and disclose assumptions such as co-viewing.

Will Hunter, Director, SpringServe EMEA, Magnite and IAB Europe’s CTV Working Group Lead, said: “Consistency is not simply about using the same metric names; it is also about being clear on methodology, limitations and the assumptions behind the numbers being reported.”

Our read

Two CTV reports can disagree on ROAS while sharing the same campaign. This Framework points buyers to the bottom layer as the place to start looking. Before comparing outcome figures across vendors, ask how each one filters invalid traffic, handles TV-off devices and labels reach as observed or modelled. For related coverage, see outdoor ads joining the CTV measurement stack and of podcast counting rules.

Source: IAB Europe