Rob Hazan

The IAB Tech Lab is working on standardizing programmatic signals for new streaming TV ad formats, including pause ads. Meanwhile, many brands are eager to add pause ads to their repertoire.

Transparency is making its way into CTV bid requests, including supply source, content genre and, increasingly, show-level transparency. According to Rob Hazan, senior director of streaming TV product at Index Exchange, the right amount of transparency could make the open exchange a viable place for CTV ad budgets.