Mahesh Babu To Represent Techno Paints
The IAB Technical Lab has officially announced the formation of the Advanced TV Committee, which will determine the technological structure, technical standards and market strategy for each television medium.
The group aims to ensure interoperability and standardization across the entire television ecosystem.
First members:
● Very affordable
● Basic
● E. W. Scripps
● NBC Universal
● Team M
● VAT
● Opening of Warner Bros.
● Expert
● Public
● Nielsen
Several other members are under consideration and are expected to join the commitment group.
“What sets the Advanced TV Committee apart from other initiatives is its comprehensive and collaborative approach to accurate TV advertising,” said Anthony Katzur, CEO of IAB Tech Labs. “Advanced TV Commit Group wants to collaborate with various industry initiatives to bring all stakeholders together to implement solutions. We are focused on developing technical environments that provide universal customization, a unified measurement system, and consistent advertising practices across digital video and TV environments. ... This includes traditional online media such as cable, satellite and broadcast, as well as IP-enabled television platforms known as CTV.
The Advanced TV initiative was launched in response to the rapidly changing way consumers view video content and the increasingly blurred lines between connected television (CTV) and linear television. The initiative aims to achieve the following goals in all areas of television.
● Interactions to serve ads and manage ad breaks to ensure consistent targeting of cross-platform ads and ad placements.
● Universal access and integration with all audience measurement screens.
● Full cross-site audit of the advertising campaign
● Measure TV ads and test the customer's point of view
● Multi-channel sales management for programmatic sales and one-time purchases.
First, in 2023, the At-Large Television Group will work to lay a solid foundation to achieve the above goals. The balance between the interaction between creative identifiers and how metadata is used in advertising management and measurement systems is critical to providing a consistent advertising platform across all television environments.
“With the right standards and network technology infrastructure in place, broadcasters, MVPDs and other video publishers can expand their addressable elements and improve their products,” Katzur said. “This creates a solid foundation for buyers to reach their target audience and accurately measure campaign results. The forward-thinking TV Committee team is working together to advance the industry and set new technical standards for proper TV advertising, inclusiveness, engagement, testing and measurement.” ... All original television equipment We invite manufacturers and other interested parties to join the Advanced TV Committee and play an important role in achieving this goal.
“VAB is thrilled to partner with members of the IAB Tech Lab and Advanced TV Commit Group,” said Ben Vandegrift, VAB vice president of measurement solutions. “The introduction of standards and new technical solutions that ensure data consistency will continue to transform and simplify the TV ecosystem. Ultimately, this allows marketers to make more informed buying decisions throughout the campaign lifecycle.”
Warner Bros. Discovery is proud to support the IAB Tech Lab's efforts to define and recommend the standards that will define the next generation of in-line and streaming capabilities,” said Jim Keller, executive vice president of Warner Bros. in digital advertising sales and extended advertising in Discovery. . "We believe collaboration is key to creating a future where collaboration and standards help our advertisers and agencies better reach their desired audiences and campaign goals."
“Our work to date, including the groundbreaking CTV Impression Measurement study, has demonstrated the importance of accurate measurement and verification in the rapidly evolving TV advertising space,” said Karen Chan, director of innovation at Group M Investments. “Integration with industry. Stakeholders, we are committed to creating best practices and core technical standards for the entire industry. By focusing on innovative technological advances and increased accountability, we enjoy delivering meaningful results for our customers. Change the future." Video advertising.
“At NBCUniversal, we are committed to building a multi-currency future with improved platform scaling to improve the consumer experience and increase advertising effectiveness. Interoperability and standards are key to making this possible. Standardization—from creative tags to branding and more—is an important step in an automated and scalable advertising ecosystem.” It also provides the interoperability advertisers need to achieve greater reach, wider reach, and greater performance in a premium video environment. That's why we've partnered with IAB TechLab and other industry leaders to reimagine the future of TV advertising. said Ryan McConville, head of advertising platform and operations at NBCUniversal.
“As a member of the IAB Advanced Television Committee, Nielsen looks forward to developing the structure and strategy that will help shape the future of television,” said Scott L. Brown, director of strategy and technology for Nielsen.