IAB Unveils Redefining Media Types Standard for Digital Video Advertising
Event summary
- IAB released the Redefining Media Types (RMT) Standard for public comment on July 9, 2026.
- The standard aims to create consistent definitions for digital video formats like Connected TV, Online Video, and FAST.
- Public comment period runs until August 8, 2026.
- The framework includes a two-layer classification system based on consumer viewing experience and impression-level attributes.
The big picture
The IAB's Redefining Media Types Standard addresses the growing complexity of digital video advertising, where legacy classification terms no longer align with consumer viewing experiences. As programmatic video investment and CTV spending continue to rise, the need for a shared language across the ecosystem becomes critical. The standard aims to reduce friction in the market by providing clearer definitions and more consistent communication between buyers, sellers, and technology providers.
What we're watching
- Adoption Pace
- The pace at which industry stakeholders will adopt the RMT Standard and integrate it into their operations.
- Impact on Planning
- How the standardized definitions will affect media planning, execution, and measurement across platforms.
- Technical Integration
- Whether the RMT Standard can be seamlessly integrated with existing technical standards like OpenRTB and Project Eidos.