CTV+ Supports MRC Universal Streaming Video Standards

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The CTVMA's Future TV Council has moved to support the recent Media Rating Council's (MRC) announcement on universal definition standards for over-the-top (OTT) content as part of the Connected TV advertising ecosystem model for sever-side ad insertion (SSAI) and streaming TV content.

With CTV sets currently being the dominate global device for viewing streaming video on-demand (SVOD) in the home, the Connected TV Marketing Association will announce CTV+ (plus), as part its upcoming Streaming Video Platforms Report 2022. 

The report encompasses the most recent video glossaries from global supply-side and demand side platforms with publishers, including the IAB Tech Lab.

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