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NEW YORK—In a notable development in the media industry’s efforts to improve the efficiency and cross-platform measurement of CTV advertising campaigns, the IAB Tech Lab has unveiled the Ad Creative ID Framework (ACIF). This framework supports the use of registered Creative IDs that persist across cross-platform digital video delivery in certain Connected TV (CTV) environments.

IAB Tech Lab, the global technical standards-setting body for digital advertising, invites industry representatives to participate in public comments.

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