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IAB: I Want My CTV

Active

Overview

"I Want My CTV" is an IAB Tech Lab event focused on connected TV, streaming, and the monetization and measurement challenges around CTV advertising.145 It is not a standalone commercial brand or product company; it is an event and content series run under IAB Tech Lab’s standards and industry-convening work.189

History

IAB Tech Lab presents "I Want My CTV" as a recurring industry event, with the 2026 edition titled "Streaming Grows Up."1 The event is tied to IAB Tech Lab’s broader CTV work, including standards for ad formats and programmatic trading of emerging CTV placements.368 IAB itself traces its origin to 1996 as a trade association formed to advance the effectiveness of internet media.2 In that context, "I Want My CTV" appears to be a branded forum for industry education and consensus-building rather than an independent company with its own founding history.12

Product Lines

Product LinePositioningPrice Range
Event programming – I Want My CTV annual forumIndustry convening around CTV advertising and streaming monetization
Standards and guidance – CTV ad formatsTechnical framework for defining and trading CTV ad inventory
Webinars and replays – CTV education contentEducational sessions for buyers, publishers, and ad-tech stakeholders

Manufacturing

No manufacturing applies. The brand operates as an event and standards initiative, with outputs in the form of convenings, reports, and technical specifications rather than physical products.138

Notable Products

  • I Want My CTV 2026: Streaming Grows Up - The 2026 event edition focused on the evolving CTV and streaming advertising landscape.1
  • CTV Ad Format Landscape Report - An IAB report covering established and emerging CTV ad formats.5
  • CTV Ad Portfolio standardized signals - IAB Tech Lab specifications for communicating CTV ad formats, including emerging formats such as pause and menu ads.36
  • What's in Your CTV Ad Portfolio webinar replay - A webinar session with IAB Tech Lab, DirecTV, and Samsung Ads on organizing CTV ad formats.8
  • Streaming and CTV Ad Ops Workshop recap - A recap of IAB Tech Lab’s 2025 workshop covering ad formats, live events, and operational issues.9

Reputation

Among industry professionals, IAB Tech Lab’s CTV work is generally positioned as a standards-setting effort aimed at reducing fragmentation in CTV advertising.368 The main strength is credibility and convening power through IAB’s industry role, while the main limitation is that these initiatives are technical and coordination-focused rather than consumer-facing products.127 Because "I Want My CTV" is an event rather than a consumer brand, it is not typically discussed in terms of product quality, but in terms of usefulness for aligning buyers, publishers, and ad-tech vendors.459

Sources (9)
  1. https://iabtechlab.com/event/i-want-my-ctv-2026/
  2. https://www.iab.com/events/annual-leadership-meeting-2026/
  3. https://www.prnewswire.com/news-releases/iab-tech-lab-introduces-standardized-signals-for-ctv-ad-portfolio-for-public-comment-302763676.html
  4. https://www.iab.com/video/prove-it-to-move-it-making-the-case-for-ctv/
  5. https://www.iab.com/events/ctv-ad-formats-exploring-the-landscape-defining-standards/
  6. https://www.tvtechnology.com/business/iab-tech-lab-introduces-standardized-signals-for-ctv-ad-portfolio
  7. https://www.iab.com
  8. https://iabtechlab.com/standards/advanced-tv/webinar-replay-whats-in-your-ctv-ad-portfolio/
  9. https://iabtechlab.com/whats-next-for-connected-tv-advertising/