{"id":9284,"date":"2026-04-14T06:06:16","date_gmt":"2026-04-14T01:06:16","guid":{"rendered":"https:\/\/paknews.centers.pk\/overlay-ads-and-the-streaming-ad-tech-state-of-play\/"},"modified":"2026-04-14T06:06:16","modified_gmt":"2026-04-14T01:06:16","slug":"overlay-ads-and-the-streaming-ad-tech-state-of-play","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/overlay-ads-and-the-streaming-ad-tech-state-of-play\/","title":{"rendered":"Overlay Ads and the Streaming Ad Tech State of Play"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div wp_automatic_readability=\"121.60525913469\">\n<p><div class=\"youtube-embed\" data-video_id=\"u0VUmRVaUnw\"><iframe title=\"Overlay Ads and the Streaming Ad Tech State of Play\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/u0VUmRVaUnw?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/jillwittkopp\/\" target=\"_blank\" rel=\"noopener\" title=\"IAB Tech Lab VP of product Jill Wittkopp\"><span style=\"font-weight: 400;\">IAB Tech Lab VP of product Jill Wittkopp<\/span><\/a><span style=\"font-weight: 400;\"> reviews the state of <\/span><a href=\"https:\/\/www.streamingmedia.com\/Webinars\/2369-Monetizing-the-Stream-Smarter-Ad-Tech-Targeting-and-Measurement-for-2027.htm\" target=\"_blank\" rel=\"noopener\" title=\"streaming ad tech innovation\"><span style=\"font-weight: 400;\">streaming ad tech innovation<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/The-Six-Big-Advertising-Trends-that-Will-Shape-Live-Streaming-in-2026-172151.aspx\" target=\"_blank\" rel=\"noopener\" title=\"emerging ad formats\"><span style=\"font-weight: 400;\">emerging ad formats<\/span><\/a><span style=\"font-weight: 400;\"> and discusses evolving definitions and standards for squeezebacks, side-by-sides, double boxes, and other types of overlay ads in this discussion with <\/span><a href=\"https:\/\/www.linkedin.com\/in\/brianlring\/\" target=\"_blank\" rel=\"noopener\" title=\"Ring Digital, LLC principal analyst Brian Ring\"><span style=\"font-weight: 400;\">Ring Digital, LLC principal analyst Brian Ring<\/span><\/a><span style=\"font-weight: 400;\"> at <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/ICYMI-Streaming-Media-Connect-February-2026-173683.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media Connect 2026\"><span style=\"font-weight: 400;\">Streaming Media Connect 2026<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>Finding Commonalities to Jump-Start Standardization<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Ring suggests diving into overlays, asking Wittkopp to talk \u201cabout the state of play of that particular element of the <\/span><a href=\"https:\/\/iabtechlab.com\/standards\/ctv-ad-portfolio\/\" target=\"_blank\" rel=\"noopener\" title=\"iab tech lab Ad Tech Hero format\"><span style=\"font-weight: 400;\">Ad Tech Hero format<\/span><\/a><span style=\"font-weight: 400;\">, but, of course, [the] big picture as well.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wittkopp acknowledges the innovations in CTV ad formats in the past several years, noting that they\u2019ve prompted <\/span><a href=\"https:\/\/iabtechlab.com\/\" target=\"_blank\" rel=\"noopener\" title=\"IAB Tech Lab\"><span style=\"font-weight: 400;\">IAB Tech Lab<\/span><\/a><span style=\"font-weight: 400;\"> to focus on <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/Columns\/Ad-Sense\/Creating-New-CTV-Ad-Standards-170503.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Creating New CTV Ad Standards\"><span style=\"font-weight: 400;\">standardization<\/span><\/a><span style=\"font-weight: 400;\">. The organization asked, \u201cWhat\u2019s going on in the market, what\u2019s everyone using, what\u2019s active, [and] what\u2019s getting spend?\u201d To find commonalities, her team used the 80\/20 rule\u2014that is, if \u201c80% of the experiences are like this, let\u2019s try and move towards whatever that looks like so that there\u2019s a lot of gains to that,\u201d she notes. \u201cIt\u2019s really helpful from an advertiser perspective. They can make one piece of creative and it fits with multiple publishers instead of having to create multiple unique experiences for each publisher. And that really helps scale spend.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">IAB Tech Lab received submissions from people who are \u201cactively participating in some sort of CTV ad format in the market. And we reviewed those with a working group,\u201d Wittkopp says. The working group categorized the submissions into eight experiences and then cut that down to six in the final publication. One of the cuts was shoppable experiences because almost any format can be made shoppable, she asserts. \u201cSo that was just a feature on top of everything as opposed to a format itself.\u201d The publication went out for public comment, and now, \u201cwe\u2019re just wrapping up the final technical details from public comment, and we hope to get those out to you guys shortly.<\/span><\/p>\n<h2><strong>Representing the Options Appropriately to Get the Creative Right<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The next part of the project will address a \u201cmissing piece,\u201d which \u201cis what we call signaling standards,\u201d she shares. \u201cSo what makes an overlay, what makes <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/How-Smaller-CTV-Publishers-Can-Leverage-Innovative-Ad-Formats-170573.aspx\" target=\"_blank\" rel=\"noopener\" title=\"How Smaller CTV Publishers Can Leverage Innovative Ad Formats\">an L-bar or a squeezeback<\/a>. And then the next step is like, \u2018Okay, I now know that I have a squeezeback where the content squeezes back to the left. How do I signal that that\u2019s the opportunity for this ad break and make sure that I get the right creative?\u2019\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wittkopp explains that \u201cespecially with a squeezeback situation, a lot of the creative are actually designed for a very specific experience, whether the content has squeezed back on the left or right, whether it\u2019s that double box-type scenario with some sort of framing around it that\u2019s in the advertiser\u2019s branding. There\u2019s just a lot of cool options and we want to make sure that they\u2019re represented appropriately from both the buy and sell side so you get a match.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ring replies, \u201cI think that\u2019s the big challenge with the overlays, L-bars, squeezebacks. We\u2019re talking about, right there, multiple formats. And I think to your point, as I\u2019ve always said, we talk a lot about media buying and channels and tech, but the advertising creative in a 30-second spot really makes an impact. And if all of a sudden that creative\u2019s blended in with the content, it could be a really disruptive thing if it\u2019s not sort of harmonized.\u201d\u00a0<\/span><\/p>\n<h2><strong>How IAB Tech Lab Addresses Various Types of Ads<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Ring wonders if there\u2019s standardizations around the types of ads: \u201cAre we headed towards some standards so people know, hey, squeezeback looks like this, Aston Band looks like that, L-bar looks like that, or is there too many? Give us your top line on that particular element.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wittkopp gives the example of two subsets of overlays: a corner overlay (on any of the four corners of the screen; it doesn\u2019t have to be a square, and transparency is an option) and a lower third (IAB Tech Lab did standardize its size). With corner overlays, she notes, \u201cthere\u2019s the ability to still make it a custom experience even though there is a formula in how the actual asset is assembled.\u201d With squeezebacks, \u201cwe did L-bar content to the right, L-bar content to the left. We did the double box, which is, like, the content is one side and the ad is the other side, and then the double box plus the advertiser\u2019s branding covering the back of the screen.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAwesome, awesome,\u201d Ring replies.<\/span><\/p>\n<p><a href=\"https:\/\/www.streamingmedia.com\/Conferences\/Connect2026-May\/Default.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Join us May 12\u201314, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! Registration is open!\"><em><span style=\"font-weight: 400;\">Join us May 12\u201314, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! Registration is open!<\/span><\/em><\/a><\/p>\n<div class=\"cta_magazine_subscription_wrap\">\n<div class=\"cta_magazine_subscription\">\n<div class=\"cta_magazine_subscription_img\">\n<!--            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/168775-2025-Cover-Images---April-2025-ORG.png\" alt=\"Streaming Covers\">--><br \/>\n            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/457665-2026-Cover-Images-ORG.png\" alt=\"Streaming Covers\"\/>\n        <\/div>\n<\/p><\/div>\n<\/div>\n<p><noscript>Please enable JavaScript to view the <a href=\"https:\/\/disqus.com\/?ref_noscript\" target=\"_blank\" rel=\"noopener\">comments powered by Disqus.<\/a><\/noscript><\/p>\n<p>&#13;<br \/>\n            Related Articles&#13;<br \/>\n            &#13;\n        <\/p>\n<section class=\"article_grid\" wp_automatic_readability=\"34.232558139535\">&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\" wp_automatic_readability=\"23.644670050761\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/IAB-Tech-Lab-Unveils-Agentic-Roadmap-for-Digital-Advertising-173000.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/354506-iab-logo-ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/IAB-Tech-Lab-Unveils-Agentic-Roadmap-for-Digital-Advertising-173000.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">IAB Tech Lab Unveils Agentic Roadmap for Digital Advertising<\/a><\/h3>\n<p>&#13;<br \/>\n                Roadmap Details How Open, Interoperable Standards Are Being Extended With Modern Protocols to Power Agentic Systems at Scale&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    07 Jan 2026<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\" wp_automatic_readability=\"36.384615384615\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_1\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/How-to-Leverage-AI-in-Streaming-Ad-Tech-in-2026-172849.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/336144-how-to-leverage-ai-ad-tech-ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_1\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/How-to-Leverage-AI-in-Streaming-Ad-Tech-in-2026-172849.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">How to Leverage AI in Streaming Ad Tech in 2026<\/a><\/h3>\n<p>&#13;<br \/>\n                Whether it&#8217;s traditional machine learning (ML) or its trendier generative cousin, artificial intelligence (AI) is appearing in a range of streaming ad tech use cases for increasing under-the-hood efficiency in streaming monetization applications. Sargeway&#8217;s Sarge Sargent, Fox&#8217;s Amit Shetty, Google&#8217;s Inderpreet Sandhu, IAB Tech Lab&#8217;s Shailley Singh, and Reality Software&#8217;s Nadine Krefetz discuss AI&#8217;s fast-changing role in this clip from Streaming Media 2025.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    16 Dec 2025<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\" wp_automatic_readability=\"28.139240506329\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_2\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/The-Six-Big-Advertising-Trends-that-Will-Shape-Live-Streaming-in-2026-172151.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/165892-SportsWatchers-ORG.jpg\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_2\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/The-Six-Big-Advertising-Trends-that-Will-Shape-Live-Streaming-in-2026-172151.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">The Six Big Advertising Trends that Will Shape Live Streaming in 2026<\/a><\/h3>\n<p>&#13;<br \/>\n                Millions of people are abandoning linear for streaming, with live sports causing the biggest shift of all. As audiences embrace streaming, advertisers follow. Here are the six major trends that will define this new phase of streaming.&#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    28 Oct 2025<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\" wp_automatic_readability=\"36.280811232449\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_3\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Columns\/Ad-Sense\/Creating-New-CTV-Ad-Standards-170503.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/170060-adsense0-ORG.jpg\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_3\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Columns\/Ad-Sense\/Creating-New-CTV-Ad-Standards-170503.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">Creating New CTV Ad Standards<\/a><\/h3>\n<p>&#13;<br \/>\n                IAB Tech Lab has recently released some new standards for CTV advertising, known as the Ad Format Hero Initiative. The organization asked and received more than 100 CTV ad format descriptions\/concepts from the industry on classifying new formats. Next up, they ran an industry survey (completed 16 April 2025) to determine what should be prioritized. The Ad Format Hero Task Force selected eight formats based on the survey results. The idea is to create standards so that sensibly, engineering and operations teams don&#8217;t have to reinvent the wheel every time they want to insert the right creative. &#13;\n            <\/p>\n<p>&#13;<br \/>\n                &#13;<br \/>\n                <span class=\"article_date\">&#13;<br \/>\n                    15 Jul 2025<\/span>&#13;\n            <\/p>\n<\/p><\/div>\n<p>&#13;<br \/>\n    &#13;<br \/>\n        &#13;<br \/>\n        <\/section>\n<\/p><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=174334\" target=\"_blank\" rel=\"noopener\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>IAB Tech Lab VP of product Jill Wittkopp reviews the state of streaming ad tech innovation and emerging ad formats and discusses evolving definitions and standards for squeezebacks, side-by-sides, double boxes, and other types of overlay ads in this discussion with Ring Digital, LLC principal analyst Brian Ring at Streaming Media Connect 2026. Finding Commonalities [&hellip;]<\/p>","protected":false},"author":1,"featured_media":9286,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-9284","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live-session"],"_links":{"self":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/9284","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/comments?post=9284"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/9284\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/9286"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=9284"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=9284"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=9284"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}