CTV programmatic runs on a set of open industry standards maintained by the IAB Tech Lab. OpenRTB defines the bid request and response format. VAST defines creative delivery. App-ads.txt authorises who can sell a publisher's inventory. SupplyChain traces the path from publisher to buyer. These specs exist precisely so that any compliant buyer and publisher can transact without bespoke integrations — but only if both sides implement them correctly. This hub covers the standards that matter for India CTV operations.
OpenRTB for CTV: the bid request fields that matter for connected TV
OpenRTB 2.5 and 2.6 bid request objects for CTV — imp/video, app bundle, device IFA, content object for contextual targeting — and India-specific field coverage, floor pricing, and app-ads.txt enforcement.
CTV brand safety standards: IVT, GIVT, SIVT, and viewability in connected TV
How GIVT and SIVT are defined for CTV, app spoofing as India's primary IVT vector, why CTV viewability is categorically different from display, and content adjacency control in a cookieless environment.
app-ads.txt and sellers.json for CTV: supply chain transparency explained
How app-ads.txt and sellers.json prevent app spoofing in CTV, India publisher adoption, how buyers enforce authorised sellers in DV360 and TTD, and how to check compliance before buying a publisher.
VAST, VPAID, and OMID in CTV advertising: standards explained
Why VPAID is deprecated on CTV, what VAST 4.x adds for connected TV, and how OMID enables third-party viewability measurement on TV apps without JavaScript.
OpenRTB for CTV advertising: how the bid request works
The app object, video object, device IFA signals, deal ID in the pmp object, and India publisher bid request notes for JioHotstar, SonyLIV, and Zee5.
SIMID for CTV: how interactive ad experiences work on connected TV
SIMID vs VPAID, interactive experiences enabled (QR code overlays, remote-triggered choices, second-screen sync), technical architecture, and India adoption status in 2026.
SCTE-35 in CTV: how ad break signals work in video streams
How SCTE-35 splice markers trigger SSAI ad insertion, the timing challenge, key splice commands, India live vs on-demand context, and common implementation issues.
IAB Content Taxonomy for CTV: how content categories work in programmatic
Taxonomy versions, how category codes travel in OpenRTB, brand safety and blocklist use, contextual targeting, and the India CTV content taxonomy coverage gap.
CTV creative specs: video format requirements for connected TV advertising
Standard specs (resolution, codec, bitrate, duration), audio loudness requirements, safe zones, India publisher creative requirements, and guidance on repurposing broadcast TV creatives.
OpenRTB CTV bid request structure: fields, India-specific gaps, and diagnostics
OpenRTB bid request structure for CTV — key fields (device.ifa, app.bundle, imp.video), India-specific field gaps, and how to use bid request data to diagnose India CTV delivery problems.