Updates to Gold Standard TV+ open for public comment

We are pleased to announce that an updated version of the Gold Standard TV+ specification is now open for public comment. Details about the updates can be found below, and feedback can be submitted via [email protected]. 

The Gold Standard & TV+ 

Since the TV+ profile launch at the beginning of 2025, we’ve gained valuable insight into how digital TV is operating and where the biggest challenges lie. Put simply, TV+ is currently affected by inconsistent signals, variable formats, and conflicting working practices.  

Despite these challenges, enthusiasm for TV+ remains well founded, as the channel provides unique and compelling ways of reaching new audiences. Our aim is to help move TV+ standards forward and support more a reliable, interoperable ecosystem. 

Updated Criteria 

The updated specification focuses on key elements of programmatic TV, creating a solid foundation that can be built on over time. 

The main updates include: 

• Support for IAB Tech Lab’s VAST & VAST CTV Addendum. Already widely adopted, VAST establishes an essential framework that allows the TV+ ecosystem to work together more effectively. 

• Support for IAB Tech Lab’s Ad Creative ID Framework (ACIF). Although newly launched in the UK, ACIF, which transposes the ad registry of linear TV into TV+, helps greatly in improving accuracy and consistent measurement. 

• Support for IAB Tech Lab’s Ad Format Guidelines for Digital Video and CTV. Another recent release, these guidelines help clearly define the range of creative formats available within TV+. 

• A commitment to adopt IAB Tech Lab’s Open Measurement SDK 1.6 (OM SDK) in the future. While this requires meaningful technical effort across the supply chain, it addresses some of the most common concerns in the TV+ space, including screen-on verification, delivery of MRC-approved metrics, and reducing fraudulent traffic. 

Public Comment 

The public comment period will run for 30 days, closing on February 20th. We welcome feedback from all stakeholders during this time. For more information or comments, please contact [email protected].