IAB Tech Lab has released its Ad Creative ID Framework

NEW YORK—In a notable development in the media industry’s efforts to improve the efficiency and cross-platform measurement of CTV ad campaigns, the IAB Tech Lab has unveiled the Ad Creative ID Framework (ACIF). This framework supports the use of registered creative IDs that persist in cross-platform digital video delivery, especially Connected TV (CTV) environments.

IAB Tech Lab, the global technical standard-setting body for digital advertising, invites industry stakeholders to participate in public comments.