IAB unveils new media classification framework for digital video advertising

The IAB has released a proposed industry standard designed to redefine how digital video inventory is classified, aiming to establish a common taxonomy that advertisers, publishers, agencies, and ad tech platforms can use across the media buying ecosystem.

The proposed “Redefining Media Types” framework is open for public comment and seeks to replace inconsistent terminology that has emerged as streaming, social video, connected TV (CTV), online video (OLV), and other digital formats have increasingly converged. According to the IAB, the lack of standardized definitions has made campaign planning, measurement, reporting, and media buying more complex across the industry.

Rather than categorizing inventory based on the device used to view content, the framework introduces a classification system centered on the characteristics of the media experience itself. The proposed standard identifies key dimensions—including content type, user experience, interactivity, sound, screen environment, and delivery method—to create a more consistent approach to describing digital video inventory.

Under the proposal, advertisers would be able to evaluate inventory using standardized descriptors instead of relying on broad labels such as CTV or online video, which are often interpreted differently by publishers, demand-side platforms (DSPs), supply-side platforms (SSPs), and measurement providers. The IAB argues that a shared vocabulary would improve transparency throughout the programmatic advertising supply chain.

The organization says the initiative is intended to address growing fragmentation in digital media. As premium streaming services, social platforms, broadcaster apps, gaming environments, and retail media networks increasingly distribute video content, traditional media classifications have become less effective at accurately describing advertising opportunities.

The proposed taxonomy also aims to improve interoperability across advertising technology platforms. Standardized media definitions could help reduce discrepancies in campaign reporting, simplify cross-platform planning, enhance audience measurement, and enable buyers to compare inventory more consistently regardless of where it is sold.

According to the IAB, the framework has been developed in collaboration with stakeholders across the advertising ecosystem, including publishers, agencies, technology providers, and measurement companies. The proposal is now undergoing a public consultation process, during which industry participants are invited to review the specification and submit feedback before the standard is finalized.

If adopted, the framework would serve as an industry guideline rather than a regulatory requirement. The IAB expects the standardized taxonomy to support greater consistency across digital video transactions as media consumption continues shifting toward streaming and omnichannel environments, where traditional distinctions between formats are becoming increasingly blurred.