"Industry body IAB Europe reports that connected TV (CTV) advertising is growing rapidly, driven by video display growth under SVOD and BVOD formats. However, concerns remain about ad visibility, measurement quality, and brand safety. Only about 30% of advertisers and publishers have full visibility into where ads run, and fewer than half use quality verification tools. Additionally, 27% lack consistent insight into brand suitability. In response, IAB Europe’s CTV Working Group unveiled a Measurement Framework and Transparency Principles, developed with buy- and sell-side stakeholders and industry workshops, including Amazon Ads, Google, YouTube, and others. The public feedback window runs until 12 June 2026; comments can be sent to Marie-Clare Puffett."