By Our Staff
IAB Tech Lab, the global digital advertising technical standards-setting body, unveiled its new Advanced TV Initiative. Developed within the Advanced TV Commit Group, the initiative, notes a communique, is set to bridge the gap between traditional linear TV, digital video, and live streaming.
Said Shailley Singh, EVP of Product & COO at IAB Tech Lab: “We understand that interoperability across distribution environments is critical to achieving better reconciliation, auditability, and verification. This effort emphasises standardization and interoperability, paving the way for a unified and integrated television advertising reconciliation framework, freeing up thousands of hours of legacy inefficiencies, and saving media companies time and money.”