"European industry association IAB Europe opened a public comment period on a Connected TV (CTV) Measurement Framework and Transparency Principles on 30 April 2026 in Brussels. The framework aims to standardize metrics for ad placement across broadcasters, streaming platforms and digital services, addressing visibility and measurement gaps. Growth in CTV investment is noted, alongside concerns about visibility, with 30% of advertisers/publishers reporting full visibility and 27% lacking consistent brand-suitability insight. The framework, built with input from major players including Amazon Ads, Google, YouTube, Samsung Ads and others, seeks to unify metrics and definitions to improve transparency and accountability. Quotes from Marie-Clare Puffett and Will Hunter emphasize trust and collaboration across supply and demand sides. The public comment period runs until 12 June, with feedback solicited at puffett@iabeurope.eu, and the framework is available on IAB Europe’s website."