CTV+ Supports MRC Universal Streaming Video Standards
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 .