CTV Publishers’ Resistance to Standardising Emerging Ad Formats is Holding Back Scale

A recurring theme during this year's upfronts was interactive and dynamic ad formats, with Netflix and Warner Bros. Discovery (WBD) introducing programmatic pause ads, following in the footsteps of Amazon and NBCUniversal. But as new formats continue to emerge, the lack of standardisation creates friction across CTV platforms. When IAB Tech Lab launched its Ad Read More

Last updated Jun 3, 2026 by ATDb automated enrichment